(Phys) - When tasked with making choices for a big group, like selecting wine for the table, independent people typically make choices that more strongly reflect their own preferences, according to a new University of Alberta study examining how consumers make unilateral decisions for themselves and others.

"The challenge of this group decision process is that you know what you like, and you probably want to get what you like—but you're also aware of the preferences of others, and they're going to know what you choose," said marketing researcher Sarah Moore.