Peak-End Rule

Patients A and B underwent the same procedure. It lasted 8 minutes for A and 24 for B. Both reported a similar pain level overall. 

For A, the procedure ends right at a time of high pain, whereas for B it ends at a time of less intense pain. 


Although B’s procedure takes three times as long as A’s, A evaluates it as worse. 

 We remember and judge our experiences based on their peak and ending.

See the full study here :

Kahneman, D. (2012). Thinking, fast and slow. Penguin.

Want to know more about biases?

Restraint Bias

Osterich Effect