Overindividuation

What it is

Across six experiments, Steffel and Le Boeuf found that givers shopping for multiple recipients often passed up the gift a recipient would have liked best, even when recipients would not compare; focusing on recipients' preferences reduced it.

In effect

The article on why gift-giving is stressful uses it as one way thoughtfulness shapes the shop.

What it does not say

The effect appeared when one giver shopped for several recipients at once. It does not say that a distinct gift for each person is always the wrong choice.

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