Shopping can be stressful on its own, but the real anxiety begins when a person has to choose something not only for themselves. A new study from the University of California, Riverside, found that purchasing goods or services for shared use creates significantly more stress than buying something personal or even giving a gift.
The key factor is responsibility. People worry that they may make the wrong choice and disappoint others. More than 2,000 participants were asked to imagine various scenarios: choosing drinks and snacks, booking a hotel, or planning activities during a trip. In every case, decisions “for everyone” triggered noticeably higher anxiety levels.
Surprisingly, the stress was not linked to how difficult the decision was. Instead, it came from emotional pressure — the fear of letting someone down or failing to meet expectations. Knowing the preferences of others reduced anxiety, but only if their tastes were not radically different from one’s own.
Researchers offered several practical solutions. First, try to learn as much as possible about people’s preferences in advance. Second, when someone asks what you like, avoid saying “I don’t care” — such answers only increase their stress. It can also help to choose popular or compromise options, or offer a selection to others.
Marketers can reduce customer anxiety by promoting assortment packs — several options in one box. A mix of crackers or a beer pack with multiple varieties feels like a safer decision. According to the authors, shopping often becomes not just an economic act, but a social one, revealing how we relate to others and what we expect from them.