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1 .This is Scientific American 60-Second Science. I'm Allie Wilkinson. Got a minute?
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2 .Holiday shopping has its fair share of headaches, the crowds, the long lines and, of course, the stress of finding the perfect gift for everyone on your list.
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3 .But it turns out that shopping for multiple people can make you a less thoughtful gift-giver.
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4 .That's according to a study in the Journal of Consumer Research.
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5 .Researchers conducted six experiments asking participants to shop for one person or multiple people.
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6 .The study subjects were told the recipients' preferences.
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7 .When shopping for multiple people, the gift-givers seemed intent on varying the presents, rather than getting the best gift for each recipient.
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8 .This behavior is called "over individuation" and arises from the desire to be thoughtful and treat each gift-getter as unique.
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9 .Even if there was no way for two recipients to find out they got the same gift, the volunteers still varied the presents.
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10 .Asking them to put special thought into their gifts only exacerbated over individuation.
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11 .So how to make sure a gift is a sure-fire hit?
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12 .The researchers suggest: buy your loved ones what they'd most likely get for themselves.
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13 .Thanks for the minute, for Scientific American 60-Second Science. I'm Allie Wilkinson.
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