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  3. In 2011, many shoppers opted to avoid the frenetic crowds and do their holiday shopping from the comfort of their computer. Sale

In 2011, many shoppers opted to avoid the frenetic crowds and do their holiday shopping from the comfort of their computer. Sale

admin2015-05-23  28
问题     In 2011, many shoppers opted to avoid the frenetic 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 do 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 the weight of an earring. And physically interacting with an object makes you more committed to your purchase.
    When my most recent book Brandwashed was released, I teamed up with a local bookstore to conduct an experiment about the differences between the online and offline shopping. 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 conducted by Bangor University together with the United Kingdom’s Royal Mail service also revealed the power of touch, in, this case when it came to snail 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. FMRIs(功能性磁共振成像)showed that, on touching the paper, the emotional centre 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. 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.
What is the purpose of the experiment in the bookstore?
选项 A、To see which promotion method is preferred by customers.
B、To find out the strengths and weaknesses of both methods.
C、To try to set up a new retailer-customer relationship.
D、To see the effect of an approach on customers’ decisions.
答案D
解析 细节理解题。根据题干定位至第三、四段。作者采用了两种不同的方式来推销书籍。一种只是将顾客引到书架前，并指给他们要购买的图书，另一种是在引到书架前之后将书取下来递到顾客手上，这两种方法的主要差别在于是否让顾客接触到书籍。第四段第三句也指出physically passing the book showed a bigdifference in sales，可见，这个实验就是验证让顾客接触实物这种促销方式的效果，故[D]为答案。
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