We’ve all been there—shopping not just for ourselves, but also for someone else. Maybe you know them well and know exactly what they want, but what if you aren’t sure? What if it’s a group of people? What do you get? Something popular like pizza could always be good. Maybe that spicy nacho dip you love, but would they like it? Do they even like spicy things? It’s anxiety-inducing, and Sharaya Jones, assistant professor of marketing at the Costello College of Business at George Mason University, decided to ask why.