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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

admin2018-03-27  15
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 experiment in the bookstore could show the fact that_____.
选项 A、customers prefer online shopping to offline shopping
B、the volume of sales is not related to volunteers
C、the physically passing of goods is usually void
D、the sense of ownership would urge people’s shopping
答案D
解析 根据题干中关键词定位到原文第三、四段。由第四段中的physically passing the book showed a big difference in sales(仅仅是亲手把书递给顾客在销售量上就显示出了很大的差别)和We feel something similar to a sense of ownership when we hold things in our hand． (我们用手拿到某样东西时，会产生一种类似于“所有权”的感觉)可知，拿到实物的归属感会促使顾客购物，故D项“所有权感会促使人们购物”为正确选项。A项“比起线下购物，顾客更喜欢网上购物”、B项“图书的销量和志愿者无关”和C项“用身体传递商品一般都是无效的”均不是实验想要展示的内容，故选D。
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