People’s memories of an experience are determined by two factors: the peak and the ending. If both of these moments are pleasurable, the brain will tell us that the entire experience was pleasurable. In other words, people’s evaluations of an experience often depend on its peak and its ending, rather than on the average of the experience as a whole.
The Peak-End Rule reveals a cognitive bias in humans, and this bias can also be used to design a good experience. When shopping for home furnishings, you might find inspiration among their various furniture arrangements, and after checking out, you can even buy a one-yuan ice cream. As a result, all the unpleasantness in between—such as not being able to find a salesperson and having to carry things yourself—will be overshadowed by these two moments, leaving you with a pleasant shopping experience.
Almost every aspect of human-centered matters can use the peak-end rule to allocate resources and design experiences, precisely because it offers countless companies, brands, and businesses an optimal solution to the question of how to satisfy customers when resources are limited. It is a concept that starts from psychology and seeks to maximize economic benefits. If you have only two candies, give one to someone when they need it most and the other when you part ways at the end; then their entire memory will be sweet.
If it can be used to influence how someone evaluates an experience, it can likewise be used to mislead someone's decisions and judgments. Therefore, under certain circumstances, we must avoid falling into traps designed by others. When selecting and appointing people, do not focus only on employees' moments of glory. Some diligent people who do not seek the limelight may be steady performers who make few mistakes. For risk-related positions, such people are more suitable. So, is the peak-end rule both an invaluable asset and a cognitive trap? How should we view it? If you want to have a passionate, unforgettable romance, make good use of the peak-end rule. After all, we all want to give each other the best experience possible when resources are limited. But if you want to know whether someone can truly build a life with you, set aside the peak-end rule, calm down, and reflect carefully: amid the many ordinary, uneventful days, are you and this person genuinely compatible? Understanding mental models is not only for applying them yourself; it is also so that you can see through how others apply them to you. Knowing when to attack and when to defend is the right way to approach the peak-end rule.