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

52. 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.

53. 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.

54. What is the purpose of authors experiment?

A) To test his hypothesis about online shopping.

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