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.
单选题
The author believes that shoppers return their purchases most probably that______.
【正确答案】
A
【答案解析】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。
单选题
The experiment in the bookstore could show the fact that_____.
【正确答案】
D
【答案解析】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。
单选题
The underlined word "subtly" (Para. 4) refers to_____.
单选题
The recent study by Bangor University and the Royal Mail Service are mentioned to_____.
【正确答案】
B
【答案解析】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。
单选题
According to the last paragraph, which of the following is true?
【正确答案】
A
【答案解析】解析：根据题干关键词定位到原文最后一段。作者在段末指出finding real satisfaction will probably take more than a few simple clicks(要找到真正的满足感远远不是点几下鼠标 就能做到的)，由此可知，作者认为虽然电子购物是大势所趋，但是购物者要想获得真正的 满足感还是要去实体店，通过对实物的触碰感来获得真正的满足。故A项“实体店能带来 比网上商店更大的满足感”正确。B项“人们依旧高度重视购买圣诞礼物”、C项“数字时代 的优点多于缺点”和D项“网上购物是促销的一大选择”均不符合题意，故选A。