1. ——We judge our past experiences almost entirely on how they were at their peak and how they ended. 姜观明 41014171 Bilingual Accounting

2. Group AGroup B  Exposed to loud & painful noises  End  Exposed to the same noises  Listen to the noises as much less unpleasant Surprising! They felt more unpleasant ! Surprising! They felt more unpleasant ! An extended duration of reduced unpleasantness The same “peak”, but a better “end”. The same initial duration

3. Economic Assumption —— People are rational. Peak-End Rule Assumption —— People are perceptual. Psychological interpretation → People perceive Average experience Peak timeEnding time Sum of experience Net feelingDuration

4. BETTER CUSTOMER EXPERIENCE SERVICE QUALITY DISTINGUSHING FEATURES HUMANIZED ENVIRONMENT --Moments of Truth

5. 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 ----Tend to be ignored