Question

    Everyone could feel a sudden impulse(冲动) and buy something unnecessary. Then how to avoid it? The best way is to just keep your hands away from tempting products. According to new research, individuals who touch possible items in stores are more likely to have an increased desire to purchase them than those who keep their hand off the products.

Suzanne Shu and Joann Peck, marketing professors at the University of Wisconsin’s business school conducted studies on the connection between touch and feelings of ownership and the effect of perceived(感觉)ownership on the value placed on an object. For one of the experiments, the experts placed two products, a Slinky toy and a coffee mug in front of the volunteers who were undergraduate students. About half of the participants were allowed to touch the products, while the other half were asked not to touch them. The volunteers then were asked to express their sense of ownership of the products and to report how much money they were willing to pay for each. The results showed that those students who were allowed to touch the objects reported significant increased level of perceived ownership. They also expressed a desire to pay more money to obtain the products.

The investigators also discovered that a sense of very pleasant feelings when touching products, determined how much money consumers were willing to pay. However, if the object did not feel pleasant to the touch, it significantly decreased the amount the buyers were willing to pay.

Researchers said that many stores have already followed the right path. But what can be done while shopping online, when touching of an item is not possible? In this case, the experts say, just picturing in mind that they are touching it and then owning it, will cause greater feelings of ownership, and thus the consumers will be more likely to make a purchase.

When you touch an object, you immediately feel some kind of a connection to it, according to the researchers. That connection stirs up(唤起) an emotional reaction. And that emotion can make people buy something they would never even consider buying if they had not touched it.

1.How does the author develop the text?

A.By providing typical examples.

B.By drawing a conclusion through research.

C.By comparing opinions from different fields.

D.By presenting a cause and analyzing its effects.

2.Which of the following was found in the research?

A.Touching a product affects the customer’s feelings of desire for it.

B.If you are not to spend money, it’s less possible for you to touch the product.

C.The longer you touch the goods, the more desire you have to own them.

D.Shoppers cannot resist the temptation when they meet things they like.

3.What would happen to them when people do online shopping?

A.They immediately feel a connection to it.

B.They will particularly want to touch the products advertised on the Internet.

C.They desire to possess it and do not care how much money they would pay.

D.People’s imaginable ownership led to a greater possibility of purchasing products.

4.What led the researchers to conduct this study?

A.To figure out the connection between touch and feelings of ownership.

B.To satisfy customers’ social needs when shopping.

C.To share the good ideas about avoid impulsive consumption.

D.To develop marketing strategies for trade companies.

Answer

1.B

2.A

3.D

4.A

【解析】

这是一篇说明文。文章一开始就介绍了要避免冲动的买东西，最好的方式就是不要去触摸它。并且在后续段落中通过一个实验，向大家分析了其背后的深层原因。

1.推理判断题。文章一开始就介绍了要避免冲动的买东西，最好的方式就是不要去触摸它。第二段和第三段介绍了Suzanne Shu 和 Joann Peck对触摸及想拥有的欲望之间的关系所做的试验，第四段介绍了实际生活中大家对这一现象的运用，第五段从心理更深层次的角度对这一关系进行了分析。所以作者是通过Suzanne Shu 和 Joann Peck的实验而逐步得出结论的。故选B。

2.细节理解题。由第二段中展示实验结果的句子“The results showed that those students who were allowed to touch the objects reported significant increased level of perceived ownership.（结果显示，那些被允许触摸物品的学生报告中显示出有更高水平的感知所有权）”可知，触摸一个物品能影响顾客想要它的欲望。故选A。

3.细节理解题。由第四段中的“just picturing in mind that they are touching it and then owning it, will cause greater feelings of ownership, and thus the consumers will be more likely to make a purchase.（仅仅想象一下你触摸它、拥有它就可以激起顾客想要拥有它的欲望，因此顾客就更愿意购买它）”可知，在电商世界里，人们想象一下拥有物品的感觉，能提高购买的可能性。故选D。

4.推理判断题。文章首段提出抑制冲动消费的方法就是不要去触摸它。第二段的举例是来证明这一观点的，且由第二段中的“Suzanne Shu and Joann Peck…conducted studies on the connection between touch and feelings of ownership and the effect of perceived（感觉）ownership on the value placed on an object.（Suzanne Shu与Joann Peck做研究来研究触摸以及想要拥有之间的关系，以及感觉拥有的效果）”可知，他们做研究的目的就是来研究触摸以及想要拥有之间的关系。故选A。