Experimental Verification and Further Reflection on the Peak-End Rule

Li Shifei; Sun Yingjie; Liu Zhen

doi:doi:10.11648/j.ajap.20241304.11

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Experimental Verification and Further Reflection on the Peak-End Rule

Li Shifei^*

, Sun Yingjie, Liu Zhen

Published in American Journal of Applied Psychology (Volume 13, Issue 4)

Received: 23 May 2024 Accepted: 20 August 2024 Published: 27 August 2024

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Abstract

People make choices all the time, and sometimes the results of choices are unexpected, and the existence of the peak-end rule can explain the counterintuition in our decision evaluation. In fact, changes in "peak" and "end" experiences affect the choices people make all the time and greatly affect the evaluation of decisions. This article summarizes the characteristics of the Peak-End Rule and provides a large number of real-life examples to explain it. Based on this, three experiments were designed to verify the correctness of the Peak-End Rule from different perspectives. Among these experiments, Experiment 2 was the most important, and all participants participated in two stages of the experiment. In the first stage, they ran 100 meters with full effort, and in the second stage, they slowed down and ran 50 meters after running 100 meters with full effort. It was recorded that all participants chose to participate in the second stage of exercise, and more people chose to complete the second stage. This conclusion is contrary to common sense because the second stage covered an additional distance of 50 meters. But this result precisely confirms the conclusion of the Peak-End Theorem, because the end of the second stage run is easier, and more participants choose to run in the second stage. Meanwhile, through in-depth analysis of the data from Experiment 3, the author believes that the impact of the "endpoint" on decision-making is greater than that of the "peak".

Published in	American Journal of Applied Psychology (Volume 13, Issue 4)
DOI	10.11648/j.ajap.20241304.11
Page(s)	67-72
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Peak-End Rule, Peak, End Point, Counterintuitive

References

[1]	Kahneman, D. Thinking, fast and slow. (Penguin Random House, 2011).
[2]	Fredrickson, B. L. & Kahneman, D. Duration neglect in retrospective evaluations of affective episodes. J Pers Soc Psychol 65, 45-55 (1993). https://doi.org/10.1037/0022-3514.65.1.45
[3]	Mah, E. Y. & Bernstein, D. M. No Peak-End Rule for Simple Positive Experiences Observed in Children and Adults. Journal of Applied Research in Memory and Cognition 8, 337-346 (2019). https://doi.org/10.1016/j.jarmac.2019.05.002
[4]	Redelmeier, D. A. & Kahneman, D. Patients memories of painful medical treatments: real-time and retrospective evaluations of two minimally invasive procedures. Pain 66, 3-8 (1996). https://doi.org/10.1016/0304-3959(96)02994-6
[5]	Schreiber, C. A. & Kahneman, D. Determinants of the remembered utility of aversive sounds. Journal of Experimental Psychology General 129, 27-42 (2000). https://doi.org/10.1037/0096-3445.129.1.27
[6]	Do, A. M., Rupert, A. V. & Wolford, G. Evaluations of pleasurable experiences: The peak-end rule. Psychonomic Bulletin & Review 15, 96-98 (2008). https://link.springer.com/article/10.3758/PBR.15.1.96
[7]	Kim, H. & Kim, B. The evaluation of visitor experiences using the peak-end rule. Journal of Heritage Tourism, 1-13 (2019). https://doi.org/10.1080/1743873X.2019.1575388
[8]	Scheibehenne, B. & Coppin, G. How does the peak-end rule smell? Tracing hedonic experience with odours. Cognition and Emotion, 1-15 (2019). https://doi.org/10.1080/02699931.2019.1675599
[9]	Geng, X., Chen, Z., Lam, W. & Zheng, Q. Hedonic Evaluation over Short and Long Retention Intervals: The Mechanism of the Peak-End Rule. Journal of Behavioral Decision Making 26, 225-236 (2013). https://doi.org/10.1002/bdm.1755
[10]	Kahneman, D., Fredrickson, B., Schreiber, C. & Redelmeier, D. When More Pain is Preferred to Less—Adding a Better End. Psychological Science 4, 401-406 (1993). https://doi.org/10.1111/j.1467-9280.1993.tb00589.x
[11]	Fredrickson & Barbara, L. Extracting meaning from past affective experiences: The importance of peaks, ends, and specific emotions. Cognition & Emotion 14, 577-606 (2000). https://doi.org/10.1080/026999300402808
[12]	Robinson, E., Blissett, J. & Higgs, S. Peak and end effects on remembered enjoyment of eating in low and high restrained eaters. 57, 0-212 (2011). https://doi.org/10.1016/j.appet.2011.04.022
[13]	Yashiro, R. & Motoyoshi, I. Peak-at-end rule: adaptive mechanism predicts time-dependent decision weighting. Scientific Reports 10, 17822 (2020). https://www.nature.com/articles/s41598-020-74924-x
[14]	Strijbosch, W. et al. From experience to memory: On the robustness of the peak-and-end-rule for complex, heterogeneous experiences. Front. Psychol. 10, 1–12 (2019). https://doi.org/10.3389/fpsyg.2019.01705
[15]	Cojuharenco, I. & Ryvkin, D. Peak-End rule versus average utility: How utility aggregation affects evaluations of experiences. J. Math. Psychol. 52, 326–335 (2008). https://doi.org/10.1016/j.jmp.2008.05.004

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APA Style

Shifei, L., Yingjie, S., Zhen, L. (2024). Experimental Verification and Further Reflection on the Peak-End Rule. American Journal of Applied Psychology, 13(4), 67-72. https://doi.org/10.11648/j.ajap.20241304.11

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ACS Style

Shifei, L.; Yingjie, S.; Zhen, L. Experimental Verification and Further Reflection on the Peak-End Rule. Am. J. Appl. Psychol. 2024, 13(4), 67-72. doi: 10.11648/j.ajap.20241304.11

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AMA Style

Shifei L, Yingjie S, Zhen L. Experimental Verification and Further Reflection on the Peak-End Rule. Am J Appl Psychol. 2024;13(4):67-72. doi: 10.11648/j.ajap.20241304.11

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@article{10.11648/j.ajap.20241304.11,
  author = {Li Shifei and Sun Yingjie and Liu Zhen},
  title = {Experimental Verification and Further Reflection on the Peak-End Rule
},
  journal = {American Journal of Applied Psychology},
  volume = {13},
  number = {4},
  pages = {67-72},
  doi = {10.11648/j.ajap.20241304.11},
  url = {https://doi.org/10.11648/j.ajap.20241304.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajap.20241304.11},
  abstract = {People make choices all the time, and sometimes the results of choices are unexpected, and the existence of the peak-end rule can explain the counterintuition in our decision evaluation. In fact, changes in "peak" and "end" experiences affect the choices people make all the time and greatly affect the evaluation of decisions. This article summarizes the characteristics of the Peak-End Rule and provides a large number of real-life examples to explain it. Based on this, three experiments were designed to verify the correctness of the Peak-End Rule from different perspectives. Among these experiments, Experiment 2 was the most important, and all participants participated in two stages of the experiment. In the first stage, they ran 100 meters with full effort, and in the second stage, they slowed down and ran 50 meters after running 100 meters with full effort. It was recorded that all participants chose to participate in the second stage of exercise, and more people chose to complete the second stage. This conclusion is contrary to common sense because the second stage covered an additional distance of 50 meters. But this result precisely confirms the conclusion of the Peak-End Theorem, because the end of the second stage run is easier, and more participants choose to run in the second stage. Meanwhile, through in-depth analysis of the data from Experiment 3, the author believes that the impact of the "endpoint" on decision-making is greater than that of the "peak".
},
 year = {2024}
}

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TY  - JOUR
T1  - Experimental Verification and Further Reflection on the Peak-End Rule

AU  - Li Shifei
AU  - Sun Yingjie
AU  - Liu Zhen
Y1  - 2024/08/27
PY  - 2024
N1  - https://doi.org/10.11648/j.ajap.20241304.11
DO  - 10.11648/j.ajap.20241304.11
T2  - American Journal of Applied Psychology
JF  - American Journal of Applied Psychology
JO  - American Journal of Applied Psychology
SP  - 67
EP  - 72
PB  - Science Publishing Group
SN  - 2328-5672
UR  - https://doi.org/10.11648/j.ajap.20241304.11
AB  - People make choices all the time, and sometimes the results of choices are unexpected, and the existence of the peak-end rule can explain the counterintuition in our decision evaluation. In fact, changes in "peak" and "end" experiences affect the choices people make all the time and greatly affect the evaluation of decisions. This article summarizes the characteristics of the Peak-End Rule and provides a large number of real-life examples to explain it. Based on this, three experiments were designed to verify the correctness of the Peak-End Rule from different perspectives. Among these experiments, Experiment 2 was the most important, and all participants participated in two stages of the experiment. In the first stage, they ran 100 meters with full effort, and in the second stage, they slowed down and ran 50 meters after running 100 meters with full effort. It was recorded that all participants chose to participate in the second stage of exercise, and more people chose to complete the second stage. This conclusion is contrary to common sense because the second stage covered an additional distance of 50 meters. But this result precisely confirms the conclusion of the Peak-End Theorem, because the end of the second stage run is easier, and more participants choose to run in the second stage. Meanwhile, through in-depth analysis of the data from Experiment 3, the author believes that the impact of the "endpoint" on decision-making is greater than that of the "peak".

VL  - 13
IS  - 4
ER  -

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Author Information

Li Shifei

Department of Early Warning Technology, Air Force Early Warning College, Wuhan, China

Contact Email

http://orcid.org/0000-0002-8766-2431
Sun Yingjie

Department of Early Warning Technology, Air Force Early Warning College, Wuhan, China

Contact Email
Liu Zhen

Department of Early Warning Technology, Air Force Early Warning College, Wuhan, China

Contact Email

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Plain Text BibTeX RIS

APA Style

Shifei, L., Yingjie, S., Zhen, L. (2024). Experimental Verification and Further Reflection on the Peak-End Rule. American Journal of Applied Psychology, 13(4), 67-72. https://doi.org/10.11648/j.ajap.20241304.11

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ACS Style

Shifei, L.; Yingjie, S.; Zhen, L. Experimental Verification and Further Reflection on the Peak-End Rule. Am. J. Appl. Psychol. 2024, 13(4), 67-72. doi: 10.11648/j.ajap.20241304.11

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AMA Style

Shifei L, Yingjie S, Zhen L. Experimental Verification and Further Reflection on the Peak-End Rule. Am J Appl Psychol. 2024;13(4):67-72. doi: 10.11648/j.ajap.20241304.11

Copy | Download

@article{10.11648/j.ajap.20241304.11,
  author = {Li Shifei and Sun Yingjie and Liu Zhen},
  title = {Experimental Verification and Further Reflection on the Peak-End Rule
},
  journal = {American Journal of Applied Psychology},
  volume = {13},
  number = {4},
  pages = {67-72},
  doi = {10.11648/j.ajap.20241304.11},
  url = {https://doi.org/10.11648/j.ajap.20241304.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajap.20241304.11},
  abstract = {People make choices all the time, and sometimes the results of choices are unexpected, and the existence of the peak-end rule can explain the counterintuition in our decision evaluation. In fact, changes in "peak" and "end" experiences affect the choices people make all the time and greatly affect the evaluation of decisions. This article summarizes the characteristics of the Peak-End Rule and provides a large number of real-life examples to explain it. Based on this, three experiments were designed to verify the correctness of the Peak-End Rule from different perspectives. Among these experiments, Experiment 2 was the most important, and all participants participated in two stages of the experiment. In the first stage, they ran 100 meters with full effort, and in the second stage, they slowed down and ran 50 meters after running 100 meters with full effort. It was recorded that all participants chose to participate in the second stage of exercise, and more people chose to complete the second stage. This conclusion is contrary to common sense because the second stage covered an additional distance of 50 meters. But this result precisely confirms the conclusion of the Peak-End Theorem, because the end of the second stage run is easier, and more participants choose to run in the second stage. Meanwhile, through in-depth analysis of the data from Experiment 3, the author believes that the impact of the "endpoint" on decision-making is greater than that of the "peak".
},
 year = {2024}
}

Copy | Download

TY  - JOUR
T1  - Experimental Verification and Further Reflection on the Peak-End Rule

AU  - Li Shifei
AU  - Sun Yingjie
AU  - Liu Zhen
Y1  - 2024/08/27
PY  - 2024
N1  - https://doi.org/10.11648/j.ajap.20241304.11
DO  - 10.11648/j.ajap.20241304.11
T2  - American Journal of Applied Psychology
JF  - American Journal of Applied Psychology
JO  - American Journal of Applied Psychology
SP  - 67
EP  - 72
PB  - Science Publishing Group
SN  - 2328-5672
UR  - https://doi.org/10.11648/j.ajap.20241304.11
AB  - People make choices all the time, and sometimes the results of choices are unexpected, and the existence of the peak-end rule can explain the counterintuition in our decision evaluation. In fact, changes in "peak" and "end" experiences affect the choices people make all the time and greatly affect the evaluation of decisions. This article summarizes the characteristics of the Peak-End Rule and provides a large number of real-life examples to explain it. Based on this, three experiments were designed to verify the correctness of the Peak-End Rule from different perspectives. Among these experiments, Experiment 2 was the most important, and all participants participated in two stages of the experiment. In the first stage, they ran 100 meters with full effort, and in the second stage, they slowed down and ran 50 meters after running 100 meters with full effort. It was recorded that all participants chose to participate in the second stage of exercise, and more people chose to complete the second stage. This conclusion is contrary to common sense because the second stage covered an additional distance of 50 meters. But this result precisely confirms the conclusion of the Peak-End Theorem, because the end of the second stage run is easier, and more participants choose to run in the second stage. Meanwhile, through in-depth analysis of the data from Experiment 3, the author believes that the impact of the "endpoint" on decision-making is greater than that of the "peak".

VL  - 13
IS  - 4
ER  -

Copy | Download