Peak-end rule
Daniel Kahneman and colleagues found that retrospective evaluations depend mostly on the peak and the end of an experience, with duration neglect. In the 1993 cold-water study, many people preferred to repeat a longer trial with a slightly less painful ending; colonoscopy patients’ memories tracked peak and final pain (1996). Applications include designing memorable moments and positive endings in UX and services. The rule does not hold in every context.
Frequently asked questions
- Who proposed it?
- Kahneman, Fredrickson and colleagues.
- How is it used in UX?
- By designing strong peaks and good endings.
References
- Fredrickson, B. L., & Kahneman, D. (1993). Duration neglect in retrospective evaluations of affective episodes. Journal of Personality and Social Psychology, 65(1), 45–55.
- Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401–405.
- Redelmeier, D. A., & Kahneman, D. (1996). Patients’ memories of painful medical treatments. Pain, 66(1), 3–8.