For many people, even ordinary shopping can feel taxing, yet the tension increases substantially when the purchase is intended to be shared with someone else. Research from the UC Riverside School of Business, published in the Journal of Marketing Research, shows that buying for joint use creates significantly more anxiety than buying for yourself or selecting a gift. According to Margaret Campbell, professor and chair of the Marketing Department at UC Riverside, the added stress arises from the emotional responsibility of trying to satisfy more than one person. Shoppers feel less sure of their choices and more afraid of getting things wrong when another person’s enjoyment is at stake.

Shared purchases cover a wide array of familiar situations, from picking a hotel for a family trip to choosing a restaurant for a date or gathering snacks for a book club meeting. Even choosing beer for a group watching a big match can bring on the pressure. Campbell explains that the anxiety comes from wanting to keep everyone happy and worrying about falling short, rather than from the difficulty of the choice itself. The act of choosing becomes a social one, shaped by concerns about relationships and mutual satisfaction.

The study, titled “The Decision-Making Process and Impact of Individual Decisions for Joint Consumption,” marked a shift in consumer research by moving away from economic explanations and exploring the psychological dynamics underpinning decisions made on behalf of others. Campbell and her graduate student, Sharaya Jones—now an assistant professor at George Mason University—tested over 2,000 participants who assessed their anxiety levels in various scenarios. These included choosing drinks for meetings, snacks for films, wine for a friend’s celebration, and even planning travel activities. Across all these cases, shoppers felt notably more stressed when the outcome affected someone else as well as themselves.

One of the study’s key findings is that understanding another person’s preferences can lessen anxiety. People feel more confident when they are not forced to guess. However, if they discover that the other person’s tastes differ sharply from their own, the anxiety reappears, as the shopper worries about how to balance competing desires. As Campbell notes, confidence grows with clarity—unless that clarity reveals incompatibility.

To reduce stress, the research suggests practical steps for both shoppers and their companions. Shoppers can ease their burden by gathering information, while those being asked should avoid vague replies such as “I don’t mind,” which only increases uncertainty. When doubt persists, choosing a popular option or selecting a variety pack offers flexibility and feels like a safer bet.

For marketers, these insights offer opportunities to reduce consumer worry. Products intended for shared consumption can be framed around popularity, consensus, or flexibility. Mixed assortments, such as multi-flavour snack boxes or variety beer packs, help shoppers feel more secure in their choices. Ultimately, the study highlights that choosing items for shared use is more than a financial transaction. It is a social decision shaped by the desire to accommodate others without sacrificing one’s own enjoyment.

More information: Sharaya Jones et al, The Decision-making Process and Impact of Individual Decisions for Joint Consumption, Journal of Marketing Research. DOI: 10.1177/00222437251389950

Journal information: Journal of Marketing Research Provided by University of California – Riverside