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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

admin2020-08-21  82
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 underlined word "subtly" (Para. 4) refers to_____.
选项 A、skillfully
B、slowly
C、physically
D、evidently
答案A
解析 根据题干关键词定位到原文第四段第一句，该句意为“第二种方式同样要走到书架旁，但是这一回，在拿出书递到顾客手上之前会______在志愿者手中放一会儿”。根据语境，A项skillfully“巧妙地”更适合替代subtly。B项“缓慢地”、C项“身体上地”和D项“明显地”均不符合文中提到的购书场景，故选A。
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