Operating Principle
2–4 min read
Peak-end evaluation rewards concentrated investment at the peak and ending rather than uniform journey improvement.
Operating Question
Why It Matters
Peak-end evaluation rewards concentrated investment at the peak and ending rather than uniform journey improvement.
Supporting Evidence
Kahneman and Redelmeier on colonoscopy peak-end studies; Fredrickson and Kahneman on duration neglect.
Research Notes
Apply with context: customer situation, severity, and evidence quality shape the effect.
Practical Actions
Improve the most intense moment; redesign the final interaction; protect peak and end investment.
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