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試題內容

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.


1.[單選題]How might people feel after letting go of something they held?
  • A.A sense of disappointment
  • B.More motivated to own it.
  • C.A subtle loss of interest
  • D.Less sensitive to its texture.
  • 解題思路:由題干中的letting go of something they held定位到第四段最后一句。定位句明確指出.放開已經在手里拿了一會兒的書會讓人產生一種若有所失的感覺,從而刺激我們作出更多的購買行為。因此,讓人們放開拿過的東西會讓其更加想擁有這件東西。故答案為B)
2.[單選題]What is the purpose of the author’s experiment?
  • A.To test his hypothesis about online shopping.
  • B.To find out people’s reaction to his recent book.
  • C.To find ways to increase the sale of his new book.
  • D.To try different approaches to sales promotion.
  • 解題思路:由題干中的expenment定位到第三段第一句。作者指出,他與當地書店共同合作展開一項關于網上購物休驗與網下購物體驗之間的差異的實驗。聯系文章第二段第五至七句的內容.作者認為網上購物與網下購物最大的區別在于網上購物不能觸摸商品。因此可以推斷,他與書店共同進行的實驗是為了驗證他對于網上購物方式的假設。故答案為A)
3.[單選題]What does brain imaging in a recent study reveal?
  • A.Conventional letters contain subtle messages.
  • B.A lack of touch is the chief obstacle to e-commerce.
  • C.Email lacks the potential to activate the brain.
  • D.Physical touch helps forma sense of possession.
  • 解題思路:由題干中的brain imaging定位到第五段第三、四句。第五段第三句中指出,實驗中的腦部成像表明,在觸摸紙張的時候,大腦的情感中心被激活,從而形成一種更為強大的聯系。第四句進一步說明,一旦觸摸成為一個必經程序,它會轉化為占有感。因此,身體接觸可以使人們形成一種占有感。故答案為D)
4.[單選題]Why do people prefer shopping online according to the author?
  • A.It is more comfortable and convenient.
  • B.It saves them a lot of money and time.
  • C.It offers them a lot more options and bargains.
  • D.It gives them more time to think about their purchase.
  • 解題思路:

    由題干中的prefer shopping online定位到首段首句。定位句指出,在2011年.許多消費者選擇避開瘋狂的人群,舒舒服服地通過自己的電腦完成假期購物。由此可知,舒適和便捷是消費者選擇網上購物的最主要因索。故答案為A).

5.[單選題]Why do more customers return their purchases bought online?
  • A.They regretted indulging in costly items in the recession.
  • B.They changed their mind by the time the goods were delivered.
  • C.They had no chance to touch them when shopping online.
  • D.They later found the quality of goods below their expectations.
  • 解題思路:由選項中的delivered. touch和the quality of goods定位到第二段第五至七句.作者明確指出,很多消費者在網上購物后會退貨,除了在全球金融危機的陰影下不能再接受奢侈品享受以及網上購物可能會導致沖動消費這兩個貌似有道理的原因外,第三個原因是消費者無法觸摸到商品。故答案為C)
大學英語六級在線題庫
  • 參考答案:B,A,D,A,C
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