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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  61
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.
According to the last paragraph, which of the following is true?
选项 A、Physical stores could bring more satisfaction than online shops.
B、People still think highly of Christmas gift buying.
C、The digital age has more advantages than disadvantages.
D、Online shopping is a great choice for sales promotion.
答案A
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。
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