The Psychology Behind Why New Yorkers Wait Hours for One of Black Tap's Crazy Milkshakes

A couple of weeks ago we told you all about the insane foot-tall milkshakes that are blowing up in the over-the-top NYC dessert world.

SoHo burger joint Black Tap Craft Burgers & Beer is behind the milkshakes, and in this video from Zagat, watch as a psychologist explains why New Yorkers are willing to wait in line for hours to get one.

Are these people legitimately crazy or is there a real psychological reward involved when waiting in line? Zagat editor Billy Lyons decided to find out for himself with the help of Dr. Gail Saltz, a Clinical Associate Professor of Psychiatry. Are lines a waste of time, or do they actually help make the experience better?

via Zagat

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