Choiceology with Katy Milkman cover image

On a High Note: With Guests Maurice Schweitzer & Matthew Polly

Choiceology with Katy Milkman

CHAPTER

The Impact of Peak-End Experiences on Memory and Decision Making

This chapter explores how peak-end experiences shape memory and decision-making, with a focus on medical procedures like colonoscopies. It highlights research showing that modifying the ending of an experience can significantly alter its perceived unpleasantness and impact future choices.

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