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  3. In 2016, many shoppers opted to avoid the frenetic crowds and do their holiday shopping from the comfort of their computer. But

In 2016, many shoppers opted to avoid the frenetic crowds and do their holiday shopping from the comfort of their computer. But

admin2017-11-20  58
问题    In 2016, many shoppers opted to avoid the frenetic crowds and do their holiday shopping from the comfort of their computer. But people are also returning those purchases at record rates, up 8% from last year.
   What went wrong? Is the lingering shadow of the global financial crisis making it harder to accept extravagant indulgences? Or do people shop more impulsively when online? Both arguments are plausible. However, there is a third factor: a question of touch. And physically interacting with an object makes you more committed to your purchase.
   When my most recent book Brand washed was released, I teamed up with a local bookstore to conduct an experiment. I carefully instructed a group of volunteers to promote my book in two different ways. The first was a fairly hands-off approach. Whenever a customer would inquire about my book, the volunteer would take them over to the shelf and point to it. Out of 20 such requests, six customers proceeded with the purchase.
   The second option also involved going over to the shelf but, this time, removing the book and then subtly holding onto it for just an extra moment before placing it in the customer’ s hands. Of the 20 people who were handed the book, 13 ended up buying it. Just physically passing the book showed a big difference in sales. Why? We feel something similar to a sense of ownership when we hold things in our hand. It can motivate us to make the purchase even more.
   A recent study conducted by Bangor University together with the United Kingdom’s Royal Mail service also revealed the power of touch. A deeper and longer-lasting impression of a message was formed when delivered in a letter, as opposed to receiving the same message online. The study also indicated that once touch becomes part of the process, it could translate into a sense of possession. In other words, we simply feel more committed to possess and thus buy an item when we’ve first touched it. This sense of ownership is simply not part of the equation in the online shopping experience.
   As the rituals of purchase in the lead-up to Christmas change, not only do we give less thought to the type of gifts we buy for our loved ones but, through our own digital wish lists, we increasingly control what they buy for us. The reality, however, is that no matter how convinced we all are that digital is the way to go, finding real satisfaction will probably take more than a few simple clicks.
The author believes that shoppers return their purchases most probably that______.
选项 A、they change their ideas out of indetermination
B、they finally find the purchase too costly
C、they are discontent with the quality of the purchase
D、they regret making the purchase without deep thinking
答案A
解析 根据题干关键词定位到首段末句，第二段对这一现象进行具体解释。由第二 段倒数第一、二句there is a third factor：a question of touch．And physically interacting with an object makes you more committed to your purchase可知，A项“人们因为不确定而改变了主 意”符合题意。B项“他们最终发现购物太贵”和D项“他们后悔在没有深思的情况下买东 西”也是人们退货的原因，但不是最重要的原因。C项“他们对购物质量不满意”在原文中未 提及，故选A。
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