0 Traditional and IS-enabled Customer Acquisition for an Internet Retailer: Why New Buyer Acquisition Varies over Geographies and by Method Jeonghye Choi, David R. Bell, Leonard M. Lodish* This Version: May 2010 Jeonghye Choi is Assistant Professor at Yonsei University (jeonghye@yonsei.ac.kr ). David R. Bell (davidb@wharton.upenn.edu ) and Leonard M. Lodish (Lodish@wharton.upenn.edu ) are Professor, and Samuel R. Harrell Professor, at the Wharton School, University of Pennsylvania. They thank Eric Bradlow, Christophe Van den Bulte and seminar participants at Google, Harvard Business School, Tel Aviv University, UT Dallas, University of Iowa (Department of Geography), The Rotman School, The Wharton School, and INFORMS 2009 for comments; they are also grateful to three anonymous reviewers, the AE and Editor at Management Science for detailed suggestions and feedback.