A Simple Way to Reduce Everyday Anxiety Revealed 0 8

Group purchases can cause more anxiety than choosing products just for oneself; however, a simple clarification of other people's preferences helps reduce emotional tension. This conclusion was reached by researchers whose work was published in the Journal of Marketing Research (JMR).

In a series of seven experiments involving more than two thousand people, the scientists compared emotional reactions when choosing a product for oneself, for another person, and for joint use. It turned out that decisions for shared consumption were more often accompanied by increased anxiety. At the same time, the objective complexity of the choice did not change — participants were offered the same number of options.

The authors established that uncertainty plays a key role. If a person does not know the preferences of others or suspects that they differ from their own, the feeling of responsibility and insecurity intensifies. This also affects the final decision: in group purchases, people are more likely to choose "safe" and most popular options.

The researchers emphasize that understanding this mechanism is important for both consumers and companies focused on group purchases. A simple clarification of expectations can reduce emotional strain and make joint decisions more comfortable.