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David Bell
Associate Professor of Marketing

Professor David R. Bell's research focuses on price setting, price dispersion, contracts and arrangements in distribution channels and social contagion, among other topics of significance to traditional and Internet retailers. Professor Bell's research on pay-for-performance trade promotions provides a rationale for dramatic, industry-wide changes in the way retailers and manufacturers structure trade promotions, long a contentious and costly issue for both sides.

Other recent research has provided new insight into subjects including the effect of word-of-mouth on Internet sales, how store location and pricing structure affect shopping behavior, the relationship between product sales over geographies and the Long Tail, and the impact of free shipping on repeat buying on the Internet. Professor Bell's research has been published in top-tier academic journals including Marketing Science, Management Science, Quantitative Marketing and Economics, the Journal of Marketing Research, and the Journal of Consumer Research. He has also won numerous teaching and research awards, including the MBA Core Curriculum Award, Miller-Sherrerd MBA Core Teaching Award, MBA for Executives Excellence in Teaching Award, the Frank M. Bass Outstanding Dissertation Award, three John D.C. Little Best Paper Finalist Awards, and an INFORMS Marketing Science Long Term Impact Finalist Award.

Professor Bell teaches Marketing Management, Marketing Research, and Marketing Strategy in the Wharton MBA and MBA for Executives Programs. He also teaches in the PhD program, Advanced Management Program, and custom Wharton Executive Education programs for clients including Aviva, Cendant, Rohm and Haas, SCG, Shell Oil, and Toyota .

Professor Bell is an Area Editor for Management Science and Manufacturing and Service Operations Management, and on the editorial boards of International Journal of Research in Marketing, Journal of Marketing Research, Journal of Retailing, and Marketing Science. He holds a Ph.D. from the Graduate School of Business at Stanford University, an MS in Statistics from Stanford, an M.Com (1st class honors) and B.Com from the University of Auckland, New Zealand.

Current Research Papers

Jeonghye Choi, David Bell, Leonard Lodish, (2009), "Local Markets and New Buyer Acquisition Online"

Jeonghye Choi, David Bell, (2009), "Preference Minorities and the Internet"

David Bell, Daniel Corsten, George Knox, (2009), "Unplanned Purchasing"

Ka Lok Lee, David Bell, (2008), "Spatial Analysis of Repeat Purchase"

David Bell, Jeongwen Chiang, George Knox, (2008), "The Found Money Effect of Coupons in Many Categories"

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Publications

Ronald W. Niedrich, Danny Weathers, R. Carter Hill, David Bell, (2009), "Specifying Price Judgments with Range-Frequency Theory in Models of Brand Choice", Journal of Marketing Research, 46 (October), 693-702.

Yusong Wang, David Bell, V. Padmanabham, (2009), "Manufacturer-Owned Retail Stores", Marketing Letters, 20 (2), 107-124 [Lead Article].

JeongHye Choi, Sam K. Hui, David Bell, (2008), "Bayesian Spatio-Temporal Analysis of Imitation Behavior Across New Buyers at an Online Grocery Retailer", Journal of Marketing Research

David Bell, Sangyoung Song, (2007), "Neighborhood Effects and Trial on the Internet: Evidence from Online Grocery Retailing", Quantitative Marketing and Economics, 5 (4), 361-400.

David Bell, Yasemin Boztug, (2007), "The Positive and Negative Effects of Inventory on Category Purchase: An Empirical Analysis", Marketing Letters, 18 (1), 1-14 [Lead Article].

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Awards

Finalist, INFORMS Long Term Impact Award for Marketing Science, 1999-2009

Miller-Sherrerd MBA Core Teaching Award, 2006, 2007, 2009

MBA for Executives (West) Elective Teaching Award, 2005, 2006, 2007

MBA Core Curriculum Award, 2005, 2006

Outstanding Reviewer Award, Journal of Retailing, 2005

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Executive Education

Dubai Leaders, Start: - 08/12/2008

Siam Cement Management Development Program, Thailand, Start: - 07/21/2008, End: - 07/23/2008

ECR Europe, Philadelphia, Start: - 04/16/2008

Shell International Group Business Leadership, Start: - 04/14/2008, End: - 04/14/2008

MEPI Legal and Business Fellowship, Philadelphia, Start: - 04/10/2008

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Knowledge@Wharton

Not on the List? The Truth about Impulse Purchases (01/07/2009)

Losing Their Cool: The Downside of Expanding Hot Social Networking Sites (09/20/2006)

Wal-Mart: Is There a Downside to Going Upscale? (06/14/2006)

If You Were in Charge, How Would You Market These Products? (05/31/2006)

MySpace, Facebook and Other Social Networking Sites: Hot Today, Gone Tomorrow? (05/03/2006)

How the Offer of 'Free Shipping' Affects On-line Shopping (04/19/2006)

Sirius Satellite Radio and Howard Stern Go Ear to Ear with XM (02/22/2006)

Attention Shoppers: Great Deals in Retail Mergers (03/30/2005)

What's the Buzz About Buzz Marketing? (01/12/2005)

How "Social Contagion" Affects Consumers' Willingness to Try Online Retailers (10/20/2004)

David Bell
700 Jon M. Huntsman Hall
3730 Walnut Street University of Pennsylvania
Philadelphia , PA 19104-6304
Phone: (215) 898-8253
Fax: (215) 898-2534
davidb@wharton.upenn.edu

Wharton Page

Research Interests: Inter-dependent choice behavior: Space-time diffusion, social contagion, and neighborhood effects. Individual choice behavior.

Current Projects:
Inter-dependent choice: (1) Imitation effects in space-time diffusion of an Internet service, and (2) Search and word-of-mouth on the Internet, (3) Preference minorities. Individual choice: (1) Uplanned purchasing, (2) Fixed cost amortization by shoppers, (3) Coupon subsidies as "found money", and (4) Multi-store shopping.

Last Modified September 18, 2009