In the digital era, there’s no doubt consumers are more connected to each other and to global retail brands than ever before.
But despite this connectivity, researcher David R. Bell makes the case in his new book, “Location is (Still) Everything,” that the neighborhoods we live in — and the acquaintances we encounter there — still have deep influence on how we shop.
That may have seemed intuitive in an era in which shopping was done at the corner store. But Bell, a professor at the University of Pennsylvania’s Wharton School who specializes in digital marketing and e-commerce, says those elements retain a strong pull, even on our online shopping habits.
Here, Bell chats with The Washington Post about his findings. The conversation has been edited for length and clarity.