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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.
假日购物可真是件苦乐参半的事情—拥挤的人流、冗长的排队，还有当然，为了完成购物清单上所列物品寻找合适性价的礼物真是伤透脑筋。
But it turns out that shopping for multiple people can make you a less thoughtful gift-giver.
但现在表明一次给多人购物其实并不是很费脑细胞。
That's according to a study in the Journal of Consumer Research.
发表在《消费研究》杂志上的一项研究就得出了上述结论。
Researchers conducted six experiments asking participants to shop for one person or multiple people.
研究人员们邀请6名受试者进行给一人或者多人买东西的试验。
The study subjects were told the recipients'preferences.
而研究的课题是已经告知关于接受者的喜好。
When shopping for multiple people, the gift-givers seemed intent on varying the presents, rather than getting the best gift for each recipient.
当为多人购物时，相比为单一的接受者精挑细选个性化的礼物，消费者们看起来更热衷使礼物多样化。
This behavior is called overindividuation and arises from the desire to be thoughtful and treat each gift-getter as unique.
行为学上称其为过度个性化，而起因源自渴望被关心和特殊对待。
Even if there was no way for two recipients to find out they got the same gift, the volunteers still varied the presents.
即使两位不同的人不晓得会收到同样的礼物，被测试者们仍然坚持要把购买的礼物多样化。
Asking them to put special thought into their gifts only exacerbated overindividuation.
要求他们认真思考一下购买的礼物只会加重他们这种过度个性化行为模式。
So how to make sure a gift is a sure-fire hit?
那么如何使每件礼物都让接受者心仪呢？
The researchers suggest: buy your loved ones what they'd most likely get for themselves.
研究人员们建议：把自己当成要接受礼物的那个人，然后挑个最喜欢的。
