Location Is (Still) Everything: The Surprising Influence

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Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in… by David R. Bell [PDF/ePUB]

Publisher: New Harvest (July 15, 2014)

Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.

But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.

Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.