——We judge our past experiences almost entirely
on how they were at their peak and how they
ended.
姜观明
41014171
Bilingual Accounting


ExposedSurprising!
to loud &
painfulThey
noises
felt more
End
unpleasant!
Group A
The same initial
duration


Exposed to the same
noises
Listen to the noises as
much less unpleasant
Group B
An extended duration of
reduced unpleasantness
The same “peak”, but a better “end”.
Economic Assumption
—— People are rational.
Peak-End Rule Assumption —— People are perceptual.
Psychological interpretation →
Average
experience
People
perceive
Sum of
experience
Peak time
Ending time
Net feeling
Duration
--Moments of Truth
DISTINGUSHING
FEATURES
HUMANIZED
ENVIRONMENT
SERVICE
QUALITY
BETTER
CUSTOMER
EXPERIENCE
PEAK:
--Buy merchandise to the
best value for money.
--Try freely
--Well-designed display
END:
--cheap Ice-cream at the
exit
--Too long walk distance
in market
--Not enough shop
assistants
--Have to take things
down with own hands
----Tend to be
ignored