David Bell is Xinmei Zhang and Yongge Dai Professor and Professor of Marketing in the Marketing Department at The Wharton School. His current research focuses on the digital economy and success factors for Internet retail startups. Prior work in traditional retail settings explores unplanned and impulse buying, and consumer response to fixed and variable shopping costs. His articles have been published leading journals including Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Marketing Science.