Progress and momentum
Peak-end rule
People judge an experience mostly by its most intense moment and its end, not its average.
Well supportedSeveral studies or meta-analyses point the same way.
Example
After a long wait, a great final interaction still leaves you remembering a good shop.
Why it works
In a cold-water experiment, most people chose to repeat a longer trial, 60 seconds of cold water plus 30 slightly warmer seconds, over the 60-second trial alone. Remembered evaluations tend to ignore duration.
On the web
Make the confirmation screen a high point that explains what happens next. Shorten the most painful part, such as a long form, and end on a light action.
When it backfires
A nice ending does not erase friction or hidden fees. A bad peak, such as an error or a surprise charge, can define the memory.
Sources
In a cold-water task, a longer trial with a milder end was preferred over a shorter one.
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. Open source
Memories of colonoscopy pain were explained by the peak and final pain rather than duration.
Redelmeier, D. A., & Kahneman, D. (1996). Patients’ memories of painful medical treatments. Pain, 66(1), 3-8. Open source
Connect with the classics
These links are editorial readings, not research findings. Check the original meaning on each classics page.
慎終如始，則無敗事。Be as careful at the end as at the beginning, and nothing fails. Experiences are judged by how they end.
Laozi · Dao De Jing Beginnings and completion →