Questioning the end effect: Endings are not inherently Over-Weighted in retrospective evaluations of experiences

Journal of Experimental Psychology: General

Volumn 145, Issue 5, 2016, Pages 630-642

  Tully, Stephanie ^a   Meyvis, Tom ^b  

^a UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^b NEW YORK UNIVERSITY   (United States)

Author keywords

Experiences; Peak End rule; Retrospective evaluations

Indexed keywords

ADULT; FEMALE; HUMAN; LIFE EVENT; MALE; MEMORY; PHYSIOLOGY; RETROSPECTIVE STUDY; YOUNG ADULT;

ADULT; FEMALE; HUMANS; LIFE CHANGE EVENTS; MALE; MEMORY; RETROSPECTIVE STUDIES; YOUNG ADULT;

EID: 84962294219     PISSN: 00963445     EISSN: None     Source Type: Journal    
DOI: 10.1037/xge0000155     Document Type: Article

References (38)

1. Ariely, D. (1998). Combining experiences over time: The effects of duration, intensity changes & on-line measurements on retrospective pain evaluations. Journal of Behavioral Decision Making, 11, 19-45. http://dx.doi.org/10.1002/(SICI)1099-0771(199803)11:1_19::AIDBDM2773.0.CO;2-B
2. Ariely, D., & Carmon, Z. (2000). Gestalt characteristics of experiences: The defining features of summarized events. Journal of Behavioral Decision Making, 13, 191-201. http://dx.doi.org/10.1002/(SICI)1099-0771(200004/06)13:2_191::AID-BDM3303.0.CO;2-A
3. Ariely, D., & Loewenstein, G. (2000). When does duration matter in judgment and decision making? Journal of Experimental Psychology: General, 129, 508-523. http://dx.doi.org/10.1037/0096-3445.129.4.508
4. Ariely, D., & Zauberman, G. (2000). On the making of an experience: The effects of breaking and combining experiences on their overall evaluation. Journal of Behavioral Decision Making, 13, 219-232. http://dx.doi.org/10.1002/(SICI)1099-0771(200004/06)13:2_219::AID-BDM3313.0.CO;2-P
5. Baumgartner, H., Sujan, M., & Padgett, D. (1997). Patterns of affective reactions to advertisements: The integration of moment-to-moment responses. Journal of Marketing Research, 34, 219-232. http://dx.doi.org/10.2307/3151860
6. Branigan, C., Moise, J., Fredrickson, B., & Kahneman, D. (1997). Peak (but not end) ANS reactivity to aversive episodes predicts bracing for anticipated re-experience. Poster presented at Society for Psychophysiological Research. Cape Cod, MA: Abstract; retrieved from https://www.sprweb.org/meeting/past_mtng/1997/97posters1.html.
7. Carmon, Z., & Kahneman, D. (1996). The experienced utility of queuing: Experience profiles and retrospective evaluations of simulated queues. Retrieved from http://faculty.insead.edu/carmon/pdffiles/The%20Experienced%20Utility%20of%20Queuing.pdf.
8. Chase, R. B., & Dasu, S. (2001). Want to perfect your company's service? Use behavioral science. Harvard Business Review, 79, 78-84, 147.
9. Conniff, R. (2006). What modern science can teach you about turning that frown upside down. Men's Health. January, 118-123.
10. Cusick, B. (2012). The peak-end rule: A way to improve every customer experience. Retail Customer Experience. Newsletter, Networld Media Group, September, 19, 2012.
11. Ebbinghaus, H. (1913). On memory: A contribution to experimental psychology. New York, NY: Teachers College. http://dx.doi.org/10.1037/10011-000
12. Fredrickson, B. L. (1991). Anticipating endings: An explanation for selective social interaction (Doctoral dissertation, Stanford University, 1990). Dissertation Abstracts.
13. Fredrickson, B. L. (2000). Extracting meaning from past affective experiences: The importance of peaks, ends, and specific emotions. Cognition and Emotion, 14, 577-606. http://dx.doi.org/10.1080/026999300402808
14. Fredrickson, B. L., & Kahneman, D. (1993). Duration neglect in retrospective evaluations of affective episodes. Journal of Personality and Social Psychology, 65, 45-55. http://dx.doi.org/10.1037/0022-3514.65.1.45
15. Grice, H. P. (1975). Logic and Conversation. In P. Cole & J. L. Morgan (Eds.), Syntax and semantics: Vol. 3. Speech acts (pp. 41-58). New York, NY: Academic Press.
16. Hsee, C. K. (1996). The evaluability hypothesis: An explanation for preference reversals between joint and separate evaluations of alternatives. Organizational Behavior and Human Decision Processes, 67, 247-257. http://dx.doi.org/10.1006/obhd.1996.0077
17. Hsee, C. K., & Zhang, J. (2010). General evaluability theory. Perspectives on Psychological Science, 5, 343-355. http://dx.doi.org/10.1177/1745691610374586
18. Hui, S. K., Meyvis, T., & Assael, H. (2014). Analyzing moment-tomoment data using a Bayesian functional linear model: Application to TV show pilot testing. Marketing Science, 33, 222-240. http://dx.doi.org/10.1287/mksc.2013.0835
19. Kahneman, D. (2000a). Evaluation by moments: Past and future. In A. Tversky & D. Kahneman (Eds.), Choices, values, and frames (pp. 693-708). Cambridge: Cambridge University Press.
20. Kahneman, D. (2000b). Experienced utility and objective happiness: A moment-based approach. In A. Tversky & D. Kahneman (Eds.), Choices, values, and frames (pp. 673-692). Cambridge: Cambridge University Press.
21. 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, 401-405.
22. Kemp, S., Burt, C. D. B., & Furneaux, L. (2008). A test of the peak-end rule with extended autobiographical events. Memory & Cognition, 36, 132-138. http://dx.doi.org/10.3758/MC.36.1.132
23. Loewenstein, G. F., & Prelec, D. (1993). Preferences for sequences of outcomes. Psychological Review, 100, 91-108. http://dx.doi.org/10.1037/0033-295X.100.1.91
24. Meyvis, T., Ratner, R. K., & Levav, J. (2010). Why don't we learn to accurately forecast feelings? How misremembering our predictions blinds us to past forecasting errors. Journal of Experimental Psychology: General, 139, 579-589. http://dx.doi.org/10.1037/a0020285
25. Miron-Shatz, T. (2009). Evaluating multiepisode events: Boundary conditions for the peak-end rule. Emotion, 9, 206-213. http://dx.doi.org/10.1037/a0015295
26. Montgomery, N. V., & Unnava, H. R. (2009). Temporal sequence effects: A memory framework. Journal of Consumer Research, 36, 83-92. http://dx.doi.org/10.1086/595278
27. Novemsky, N., & Ratner, R. K. (2003). The time course and impact of consumers' erroneous beliefs about hedonic contrast effects. Journal of Consumer Research, 29, 507-516. http://dx.doi.org/10.1086/346246
28. Oppenheimer, D. M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, 45, 867-872. http://dx.doi.org/10.1016/j.jesp.2009.03.009
29. Redelmeier, D. A., & Kahneman, D. (1996). Patients' memories of painful medical treatments: Real-time and retrospective evaluations of two minimally invasive procedures. Pain, 66, 3-8. http://dx.doi.org/10.1016/0304-3959(96)02994-6
30. Redelmeier, D. A., Katz, J., & Kahneman, D. (2003). Memories of colonoscopy: A randomized trial. Pain, 104, 187-194. http://dx.doi.org/10.1016/S0304-3959(03)00003-4
31. Rode, E., Rozin, P., & Durlach, P. (2007). Experienced and remembered pleasure for meals: Duration neglect but minimal peak, end (recency) or primacy effects. Appetite, 49, 18-29. http://dx.doi.org/10.1016/j.appet.2006.09.006
32. Schreiber, C. A., & Kahneman, D. (2000). Determinants of the remembered utility of aversive sounds. Journal of Experimental Psychology: General, 129, 27-42. http://dx.doi.org/10.1037/0096-3445.129.1.27
33. Shaw, C., Dibeehi, Q., & Walden, S. (2010). Customer experience: Future trends and insights. Great Britain: Palgrave Macmillan. Google books. Web. 29 August 2014. http://dx.doi.org/10.1057/9780230291775
34. Stone, A. A., Broderick, J. E., Kaell, A. T., DelesPaul, P. A., & Porter, L. E. (2000). Does the peak-end phenomenon observed in laboratory pain studies apply to real-world pain in rheumatoid arthritics? The Journal of Pain, 1, 212-217. http://dx.doi.org/10.1054/jpai.2000.7568
35. Surowiecki, J. (2002). Boom and Gloom. The New Yorker. November, 11, 2002.
36. Varey, C. A., & Kahneman, D. (1992). Experiences extended across time: Evaluation of moments and episodes. Journal of Behavioral Decision Making, 5, 169-185. http://dx.doi.org/10.1002/bdm.3960050303
37. Von Bergen, C. W., Soper, B., Loudon, D., & Stevens, R. E. (2007). The "happy end" effect: Colonoscopies provide clues on enhancing marketing training. Health Marketing Quarterly, 24, 107-119. http://dx.doi.org/10.1080/07359680802125949
38. Xu, E. R., Knight, E. J., & Kralik, J. D. (2011). Rhesus monkeys lack a consistent peak-end effect. The Quarterly Journal of Experimental Psychology: Human Experimental Psychology, 64, 2301-2315. http://dx.doi.org/10.1080/17470218.2011.591936