Why Everyone’s Suddenly Drinking Aperol Spritz

It’s the most popular cocktail in America. 

But prior to 2015, almost nobody had heard of it. 

So, how did Aperol Spritz become the world’s drink of choice? 

By leveraging a well-known behavioural bias in a totally unique way. 

Join Richard Shotton as he explains why suddenly everyone started drinking Aperol Spritz. 

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Today’s sources: 

Hallsworth, M., List, J. A., Metcalfe, R. D., & Vlaev, I. (2017). The behavioralist as tax collector: Using natural field experiments to enhance tax compliance. Journal of Public Economics, 148, 14–31.

Keizer, K., Lindenberg, S., & Steg, L. (2008). The spreading of disorder. Science, 322(5908), 1681–1685.

Milne, S., Orbell, S., & Sheeran, P. (2002). Combining motivational and volitional interventions to promote exercise participation: Protection motivation theory and implementation intentions. British Journal of Health Psychology, 7(2), 163–184.

von Restorff, H. (1933). Über die Wirkung von Bereichsbildungen im Spurenfeld. Psychologische Forschung, 18(1), 299–342.