As if you didn’t have enough problems:
Every buy a gift for someone that you’re absolutely certain they’ll
love only to realize that you’re totally off the mark? New research
suggests that the better you know someone, the harder it can be to
predict their taste. According to researchers at Tilburg University and
Kathiolieke University, we rely too heavily on preconceived notions
because we often think we’re much more similar to the people we love
than we actually are.
Here is more. Here is my previous post on the deadweight loss of Christmas.