Interesting video (with transcript), seeking to explain why a small store with fewer choices in any given category does so well. (Short answer: because they do, in fact, have fewer choices, but those choices are generally good ones.)
A psychologist explains how Trader Joe’s gets you to spend more money
Trader Joe’s sells more than double its grocery competitors like Whole Foods. A psychologist explains why it’s easy to spend money at Trader Joe’s.
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The paradox of choice.
I have been impressed with what they do offer, how good the products are and that it is so odd that you can’t find like products elsewhere.