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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.
假日購物可真是件苦樂參半的事情—擁擠的人流、冗長的排隊，還有當然，為了完成購物清單上所列物品尋找合適性價的禮物真是傷透腦筋。
But it turns out that shopping for multiple people can make you a less thoughtful gift-giver.
但現在表明一次給多人購物其實并不是很費腦細胞。
That's according to a study in the Journal of Consumer Research.
發表在《消費研究》雜志上的一項研究就得出了上述結論。
Researchers conducted six experiments asking participants to shop for one person or multiple people.
研究人員們邀請6名受試者進行給一人或者多人買東西的試驗。
The study subjects were told the recipients'preferences.
而研究的課題是已經告知關于接受者的喜好。
When shopping for multiple people, the gift-givers seemed intent on varying the presents, rather than getting the best gift for each recipient.
當為多人購物時，相比為單一的接受者精挑細選個性化的禮物，消費者們看起來更熱衷使禮物多樣化。
This behavior is called overindividuation and arises from the desire to be thoughtful and treat each gift-getter as unique.
行為學上稱其為過度個性化，而起因源自渴望被關心和特殊對待。
Even if there was no way for two recipients to find out they got the same gift, the volunteers still varied the presents.
即使兩位不同的人不曉得會收到同樣的禮物，被測試者們仍然堅持要把購買的禮物多樣化。
Asking them to put special thought into their gifts only exacerbated overindividuation.
要求他們認真思考一下購買的禮物只會加重他們這種過度個性化行為模式。
So how to make sure a gift is a sure-fire hit?
那么如何使每件禮物都讓接受者心儀呢？
The researchers suggest: buy your loved ones what they'd most likely get for themselves.
研究人員們建議：把自己當成要接受禮物的那個人，然后挑個最喜歡的。
