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.

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