Overindividuation in Gift Giving: Shopping for Multiple Recipients Leads Givers to Choose Unique but Less Preferred Gifts

Steffel, M., & Le Boeuf, R. A. (2014). Journal of Consumer Research, 40(6), 1167–1180. DOI: 10.1086/674199.

Summary

When shopping for several people, givers sometimes reject a gift they believe multiple recipients would genuinely prefer simply because giving similar gifts feels insufficiently individualized. The researchers call this overindividuation. Focusing shoppers on recipients' actual preferences reduced the effect.

Key findings

Across six experiments, givers shopping for multiple recipients sometimes reject a gift they believe those recipients would prefer, purely because giving similar gifts feels insufficiently individualized ("overindividuation").
Focusing shoppers on recipients' actual stated preferences reduced the overindividuation effect.

GiftNav takeaway

Personalization does not mean forcing every recipient into a completely unique product. If the same excellent game, food gift, experience, or gadget fits two people, recommending it twice can be completely rational.

Themes

Knowing What Recipients Want

Last reviewed September 14, 2026.

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