Stephen Dubner

And when you're selling something that you also manufacture, or at least source directly, you obviously stand to make more money than if you're buying from a middleman. That said, even store-branded products need to taste good. Judging from the chain's success, they do. In fact, some Trader Joe's branded items may taste identical to brand-name foods. Why? Because, it appears, they are identical.

An investigation by the food website Eater, using Freedom of Information Act requests, found that many Trader Joe's items are, in fact, manufactured by the same companies that make the brand name versions of products that you can buy in many other grocery stores, usually for significantly more money. For instance, those Trader Joe's pita chips with sea salt?

An investigation by the food website Eater, using Freedom of Information Act requests, found that many Trader Joe's items are, in fact, manufactured by the same companies that make the brand name versions of products that you can buy in many other grocery stores, usually for significantly more money. For instance, those Trader Joe's pita chips with sea salt?

An investigation by the food website Eater, using Freedom of Information Act requests, found that many Trader Joe's items are, in fact, manufactured by the same companies that make the brand name versions of products that you can buy in many other grocery stores, usually for significantly more money. For instance, those Trader Joe's pita chips with sea salt?

They appear to be exactly the same as Stacy's Simply Naked pita chips. Trader Joe's gluten-free chocolate chip cookies, according to the investigation, are, quote, nearly identical in taste, packaging, and ingredients to Tate's Bake Shop cookies. There's nothing wrong with this, and it's hardly unusual for brand name manufacturers to run a side business selling to private labels.

They appear to be exactly the same as Stacy's Simply Naked pita chips. Trader Joe's gluten-free chocolate chip cookies, according to the investigation, are, quote, nearly identical in taste, packaging, and ingredients to Tate's Bake Shop cookies. There's nothing wrong with this, and it's hardly unusual for brand name manufacturers to run a side business selling to private labels.

They appear to be exactly the same as Stacy's Simply Naked pita chips. Trader Joe's gluten-free chocolate chip cookies, according to the investigation, are, quote, nearly identical in taste, packaging, and ingredients to Tate's Bake Shop cookies. There's nothing wrong with this, and it's hardly unusual for brand name manufacturers to run a side business selling to private labels.

But most places that sell a lot of house brands are seen as downmarket discounters, not upmarket superstars like Trader Joe's. So why are they different? Some of the credit must go to the clever packaging and the artful product descriptions. But to get to the real secret of Trader Joe's, what I think might be the single biggest reason for its success, you have to go back to Sheena Iyengar.

But most places that sell a lot of house brands are seen as downmarket discounters, not upmarket superstars like Trader Joe's. So why are they different? Some of the credit must go to the clever packaging and the artful product descriptions. But to get to the real secret of Trader Joe's, what I think might be the single biggest reason for its success, you have to go back to Sheena Iyengar.

But most places that sell a lot of house brands are seen as downmarket discounters, not upmarket superstars like Trader Joe's. So why are they different? Some of the credit must go to the clever packaging and the artful product descriptions. But to get to the real secret of Trader Joe's, what I think might be the single biggest reason for its success, you have to go back to Sheena Iyengar.

Iyengar's PhD is in social psychology. As an undergrad, she double majored in psychology and economics. She was born in Toronto to parents who'd immigrated from India. Her background, she believes, gave her a different perspective on decision-making when she started working in the field.

Iyengar's PhD is in social psychology. As an undergrad, she double majored in psychology and economics. She was born in Toronto to parents who'd immigrated from India. Her background, she believes, gave her a different perspective on decision-making when she started working in the field.

Iyengar's PhD is in social psychology. As an undergrad, she double majored in psychology and economics. She was born in Toronto to parents who'd immigrated from India. Her background, she believes, gave her a different perspective on decision-making when she started working in the field.

She wanted to explore this question with kids from different backgrounds. Her theory was that Asian American kids and white American kids might think differently about choice. Before comparing the two groups, she wanted to establish a baseline to confirm that for the white kids, choice indeed had a positive effect. This baseline experiment turned out to be pretty interesting on its own.

She wanted to explore this question with kids from different backgrounds. Her theory was that Asian American kids and white American kids might think differently about choice. Before comparing the two groups, she wanted to establish a baseline to confirm that for the white kids, choice indeed had a positive effect. This baseline experiment turned out to be pretty interesting on its own.

She wanted to explore this question with kids from different backgrounds. Her theory was that Asian American kids and white American kids might think differently about choice. Before comparing the two groups, she wanted to establish a baseline to confirm that for the white kids, choice indeed had a positive effect. This baseline experiment turned out to be pretty interesting on its own.

Here's how it worked. She brought a bunch of three-year-olds, one by one, into a room full of toys. Half of them were allowed to choose any toy and they could switch as they pleased. The other half would be given just one toy with no option to switch.

Here's how it worked. She brought a bunch of three-year-olds, one by one, into a room full of toys. Half of them were allowed to choose any toy and they could switch as they pleased. The other half would be given just one toy with no option to switch.

Here's how it worked. She brought a bunch of three-year-olds, one by one, into a room full of toys. Half of them were allowed to choose any toy and they could switch as they pleased. The other half would be given just one toy with no option to switch.

What prior scientists would say and had been saying for decades is that choice is motivating. That having choice or even the illusion of choice is associated with increased satisfaction and feeling more control over your life. Therefore, the kids who could choose their toy should be happier for having the options and more likely to play longer.