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1、2013.6PassageOneIn2011,manyshopperschosetoavoidthefranticcrowdsanddotheirholidayshoppingfromthecomfortoftheircomputer.Salesatonlineretailersgainedbymorethan15%,makingitthebiggestseasonever.Butpeoplearealsoreturningthosepurchasesatrecordrates,up8%fromlastyear.Whatw
2、entwrong?Isthelingeringshadowoftheglobalfinancialcrisismakingithardertoacceptextravagantindulgences?Orthatpeopleshopmoreimpulsively—andthereforemakebaddecisions—whenonline?Bothargumentsareplausible.However,thereisathirdfactor:aquestionoftouch.Wecanlovethelookbut,i
3、nanonlineenvironment,wecannotfeelthequalityofatexture,theshapeofthefit,thefallofafoldor,forthatmatter,theweightofanearring.Andphysicallyinteractingwithanobjectmakesyoumorecommittedtoyourpurchase.WhenmymostrecentbookBrandwashedwasreleased,Iteamedupwithalocalbooksto
4、retoconductanexperimentaboutthedifferencebetweentheonlineandofflineshoppingexperience.Icarefullyinstructedagroupofvolunteerstopromotemybookintwodifferentways.Thefirstwasafairlyhands-offapproach.Wheneveracustomerwouldinquireaboutmybook,thevolunteerwouldtakethemover
5、totheshelfandpointtoit.Outof20suchrequests,sixcustomersproceededwiththepurchase.Thesecondoptionalsoinvolvedgoingovertotheshelfbut,thistime,removingthebookandthemsubtlyholdingontoitforjustanextramomentbeforeplacingitinthecustomer’shands.Ofthe20peoplewhowerehandedth
6、ebook,13endedupbuyingit.Justphysicallypassingthebookshowedabigdifferenceinsales.Why?Wefeelsomethingsimilartoasenseofownershipwhenweholdthingsinourhand.That’swhyweestablishorreestablishconnectionbygreetingstrangersandfriendswithahandshake.Inthiscase,havingtothenlet
7、goofthebookafterholdingitmightgenerateasubtlesenseofloss,andmotivateustomakethepurchaseevenmore.Arecentstudyalsorevealedthepoweroftouch,inthiscasewhenitcametoconventionalmail.Adeeperandlonger-lastingimpressionofamessagewasformedwhendeliveredinaletter,asopposedtore
8、ceivingthesamemessageonline.Brainimagingshowedthat,ontouchingthepaper,theemotionalcenterofthebrainwasactivated,thusformingastrongerbond.Thestudyalsoindi
