In 2014, many shoppers opted to avoid the
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crowds and do their holiday shopping from the comfort of their computer. Sales at online retailers gained by more than 15%. But people are also returning those purchases at record rates, up 8% from last year.
What went wrong Is the
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shadow of the global financial crisis making it harder to accept extravagant indulgences Or do people shop more
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—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 or the weight of an earring. And
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interacting with an object makes you more committed to your purchase.
When my book brandwashed was released, I conducted 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
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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
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with the purchase.
The second option also
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going over to the shelf but, this time, removing the book and then subtly
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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
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up buying it. Just physically passing the book showed a big difference in sales. Why We feel something similar to a sense of
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when we hold things in our hand. 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．proceeded B．randomly C．ownership D．impulsively
E．ended E．fulfillment G．fairly H．frenetic
I．preceded J．holding K．physically L．1ingering
M．excited N．involved O．handing