The 'Peak-End Rule': You Remember Experiences by Their Best/Worst Moment and How They Ended

Psychologist Daniel Kahneman discovered that people don't evaluate experiences by their overall average — they remember them based on the peak (most intense moment) and the end. In a famous study, patients undergoing colonoscopies reported less total pain when doctors deliberately prolonged the procedure slightly at the end, at reduced discomfort. The longer but less painful ending dominated their memory. This is why vacations with a great last day, and presentations that end strongly, are remembered more positively.

Source

https://www.pnas.org/doi/10.1073/pnas.90.15.7372

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Published: April 8, 2026
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Psychology Science & Health Education

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