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——We judge our past experiences almost entirely on how they were at their peak and how they ended. 姜观明 41014171 Bilingual Accounting
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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
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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
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BETTER CUSTOMER EXPERIENCE SERVICE QUALITY DISTINGUSHING FEATURES HUMANIZED ENVIRONMENT --Moments of Truth
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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
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