# Professor Adam Alter explains why McDonald's is able to successfully market its Shamrock Shake by utilizing nostalgia

1 Faculty News February 19, 2020 ![Yahoo logo](/sites/default/files/styles/246w/public/assets/images/yahoo.jpg?itok=UzShvj6e)>

Excerpt from [Yahoo News](https://www.yahoo.com/lifestyle/mc-donalds-shamrock-shake-is-back-heres-why-so-many-are-freaking-out-211420173.html) -- “'Humans are very sensitive to losses, and we don’t notice we've lost something until we've enjoyed it and then it disappears,' [Adam Alter](https://www.stern.nyu.edu/faculty/bio/adam-alter), PhD, an associate professor of marketing at the NYU Stern School of Business and author of Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, tells Yahoo."

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