“Humans are very sensitive to losses, and we don’t notice we've lost something until we've enjoyed it and then it disappears,” says one expert on the theory of why people are thrilled over Shamrock Shake's return.
Huge news for fans of McDonald’s: The fast food giant has brought back its Shamrock Shake, which hasn’t been offered in its restaurants for three years.
Others have already started begging McDonald’s to keep the shake in stores year-round. “Can’t you just keep it on the menu forever please,” one wrote on Twitter. But McDonald’s made it pretty clear in the response that the limited edition nature of the treat is to keep up the hype. “Part of what makes our legendary Shamrock Shake magical is the anticipation.
Companies that release a product, only to take it away, also tap into a “forbidden fruit phenomenon,” which is where people love to be able to get something that has been denied to them, licensed clinical psychologist John Mayer, PhD, author of Family Fit: Find Your Balance in Life, tells Yahoo Lifestyle. “This is seductive at a very primitive level of our psyche.”
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