The Peak-End Rule of Defining Moments

Research has found that when we recall an experience, we ignore most of what happened and focus instead on a few particular moments.

When people assess an experience, they tend to forget or ignore its length—a phenomenon called “duration neglect.” Instead, they seem to rate the experience based on two key moments:

1. The best or worst moment, known as the “peak”.

2. The ending.

Psychologists call it the “peak-end rule.”

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