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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  91
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 recent study by Bangor University and the Royal Mail Service are mentioned to_____.
选项 A、compare the study to bookstore’ s experiment
B、give more evidence to prove the power of touch
C、show the brain’ s functions through researches
D、illustrate the emotional responses of shopping
答案B
解析 根据题干关键词定位到原文第五段。由首句A recent study conducted by Bangor University together with the United Kingdom’s Royal Mail service also revealed the power of touch可知，该项研究显示了触碰的力量，作者通过研究结论再一次论证自己做的实验结 果，因此B项“为触碰的力量提供更多证据”符合题意。A项“将这项研究与书店的实验作 比较”、C项“通过研究显示大脑的功能”和D项“说明购物的情绪反应”均不是作者的真正 目的，故选B。
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