单选题   In 2011, many shoppers chose to avoid the frantic crowds and do their holiday shopping from the comfort of their computer. Sales at online retailers gained by more than 15%, making it the biggest season ever. 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 that people shop more impulsively—and therefore make bad decisions—when online? Both arguments are plausible. However, there is a third factor: a question of touch. We can love the look but, in an online environment, we cannot feel the quality of a texture, the shape of the fit, the fall of a fold or, for that matter, the weight of an earring. 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 about the differences between the online and offline shopping experience. 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. That's why we establish or reestablish connection by greeting strangers and friends with a handshake. In this case, having to then let go of the book after holding it might generate a subtle sense of loss, and motivate us to make the purchase even more.
    A recent study also revealed the power of touch, in this case when it came to conventional mail. A deeper and longer-lasting impression of a message was formed when delivered in a letter, as opposed to receiving the same message online. Brain imaging showed that, on touching the paper, the emotional center of the brain was activated, thus forming a stronger bond. The study also indicated that once touch becomes part of the process, it could translate into a sense of possession. This sense of ownership is simply not part of the equation in the online shopping experience.
单选题     Why do people prefer shopping online according to the author?______
 
 
【正确答案】 A
【答案解析】由题干中的prefer shopping online定位到首段首句。 细节辨认题。定位句指出，在2011年，许多消费者选择避开疯狂的人群，舒舒服服地通过自己的电脑完成假期购物。由此可知，舒适和便捷是消费者选择网上购物的最主要因素。故答案为A。 [参考译文] 在2011年，许多消费者选择避开疯狂的人群，舒舒服服地通过自己的电脑完成假期购物。网上零售商的销售额上涨15％以上，是历年来销售最为火爆的一季。但是退货率也开创历史新高，比去年同期增长8％。 究竟是出现了什么问题?是挥之不去的全球金融危机的阴影使人们对奢侈品享受难以接受?或者是人们在网上购物时更加冲动，因此作出错误决定?这两种说法貌似有道理。然而，还有第三方面的因素：触摸的问题。我们或许会喜欢自己所看到的东西，但是在网络环境中，我们无法触摸质感，无法确定合适的衣物尺寸，感受褶皱的悬垂度，同样也无从感知耳环的重量。这种人与物品之间的身体接触使得你对购买到的商品更为钟爱。 当我的新书《品牌，就是戒不掉!》发行时，我与一家当地书店共同展开一项关于在线购物体验与离线购物体验之间差异的实验。我仔细地给予一组志愿者指导，教会他们以两种不同的方式宣传我的书。第一种基本上是无手部碰触的方式。每当有顾客问起我的书，志愿者会将他们领到书架前并指给他们看。在20位这样进行咨询的顾客中，有6位继续购买此书。 第二种也是将顾客带到书架旁，但这次志愿者们会取下本书，巧妙地在手里握上一小会儿，然后把它交到顾客手中。在20位碰触到书的顾客中，有13位最终买下此书。仅仅是通过身体传递书本就会导致销售方面的巨大差异。为什么呢?当我们手持某件东西时，我们会产生某种类似于拥有的感觉。这就是为什么我们会通过握手的方式去跟陌生人和朋友打招呼，与他们确立或重新确立关联的原因。在这项售书实验中，放开已经在手里拿了一会儿的书会导致一种若有所失的感觉，从而刺激我们作出更多的购买行为。 最近的一项研究也揭示出触摸的力量，这项研究涉及传统信件。使用传统信件传递的信息令人印象更深刻，也更持久，而在网上收到同样的信息则不会产生同样的效果。脑部成像表明，触摸纸张的时候，大脑的情感中心被激活，从而形成一种更为强大的联系。这项研究还表明，一旦触摸成为一个必经程序，它会转化为一种占有感。网上购物体验根本无法给予这种拥有的感觉。
单选题     Why do more customers return their purchases bought online?______
 
 
【正确答案】 C
【答案解析】由选项中的delivered，touch和the quality of goods定位到第二段第五至七句。 推理判断题。作者明确指出，很多消费者在网上购物后会退货，除了在全球金融危机的阴影下不能再接受奢侈品享受以及网上购物可能会导致冲动消费这两个貌似有道理的原因外，第三个原因是消费者无法触摸到商品。故答案为C。
单选题     What is the purpose of the author's experiment?______
 
 
【正确答案】 A
【答案解析】由题干中的experiment定位到第三段第一句。 推理判断题。作者指出，他与当地书店共同合作展开一项关于网上购物体验与网下购物体验之间的差异的实验。联系文章第二段第五至七句的内容，作者认为网上购物与网下购物最大的区别在于网上购物不能触摸商品，因此可以推断，他与书店共同进行的实验是为了验证他对于网上购物方式的假设。故答案为A。
单选题     How might people feel after letting go of something they held?______
 
 
【正确答案】 B
【答案解析】由题干中的letting go of something they held定位到第四段最后一句。 细节推断题。定位句明确指出，放开已经在手里拿了一会儿的书会让人产生一种若有所失的感觉，从而刺激我们作出更多的购买行为。因此，让人们放开拿过的东西会让其更加想拥有这件东西。故答案为B。
单选题     What does brain imaging in a recent study reveal?______
 
 
【正确答案】 D
【答案解析】由题干中的brain imaging定位到第五段第三、四句。 推理判断题。第五段第三句中指出，实验中的脑部成像表明，在触摸纸张的时候，大脑的情感中心被激活，从而形成一种更为强大的联系。第四句进一步说明，一旦触摸成为一个必经程序，它会转化为占有感。因此，身体接触可以使人们形成一种占有感。故答案为D。