The peak and end rule

 ^{_Mount Siguniang - The highest mountain of Qionglai Mountains in Western China_ https://pixabay.com/photos/siguniang-mountain-yaomeifeng-8568913/} --- > ###### "_The peak and end rule_" Today I heard this very interesting concept/rule on one of my favorite podcasts. We think that life is measured in hours, days, weeks, and years... But the truth is that memory measures life in certain moments and at the end. And we can subdivide life into experiences, and each of these experiences is “evaluated” by us based on our most striking perception (for good, in the case of pleasant experiences, or for bad, in the case of painful or unpleasant experiences). The attribution of a better evaluation to a particular experience or event is much more dependent on how its peak is felt and how it ends. Let's imagine that we went on vacation to a paradise destination, where the stay, the country, the places, the cuisine, the culture, and nature are all spectacular and very interesting. The hotel where we stayed most of the time is also a 5-star hotel, with outstanding all-inclusive service. When it's time to return home, a small mishap occurs. The bags that should have been transferred from one flight to another never arrived at their destination, and the airline apologizes profusely but does not want to compensate us for the inconvenience they caused us. Although the vacation was spectacular, with many wonderful moments, the incident with the luggage ended up overshadowing the entire experience. If we could choose between that experience and a similar one, but staying in a 4-star hotel, with a fantastic return trip, a super friendly crew, and with a flight that arrived ahead of schedule because it had favorable winds, the second option would surely be in first place (despite being considerably inferior to the first, because of that simple and seemingly insignificant incident). Let's take another example. A medical procedure that involves some degree of discomfort, if that procedure is prolonged for some time, and if at the end, despite being more time-consuming, there is relief from the discomfort; patients tend to rate the second procedure as less uncomfortable and clearly preferable, even though the total “pain” caused was the same (same peak pain), but because there was relief in the middle of the procedure, it is rated as less unpleasant, even though it was clearly longer. In the world of marketing, there is a very interesting phenomenon. Brands should avoid offering large discounts, as this devalues the brand itself in the eyes of potential consumers. It is preferable to offer smaller discounts, followed by discreet price increases, and then another price reduction, rather than offering a large discount at the end of a season, which will result in lower overall sales! Fantastic, don't you think? When it comes to happy endings, who doesn't remember going shopping and, right after paying for their purchases, having them carefully packed in a bag and handed over with care and attention by the employee, who appears in front of us with a smile on their face after coming around the counter, saying a friendly goodbye. Or even when we are about to leave a hotel or a commercial establishment, an employee comes to open the door for us. It may seem like something trivial, but studies show that customers who receive these small gestures of courtesy tend to rate the experience as much more pleasant, even if they have paid a higher fee or a higher final price compared to other establishments or experiences where this has not been the case. As you know, I am someone who tries to pay attention to what other people convey to me, whether verbally, through gestures, or actions. One thing has always fascinated me. We all remember “that classmate” who had a new boyfriend or girlfriend every semester, but who was coveted by “everyone,” and whose exes could only attribute good characteristics and good memories to the relationship. Well, this can also be put into practice today. When we have a clear difference of ideas, values, or even judgments with another person, we should always try to leave a good impression at the end of the relationship. Ending romantic/work/friendship relationships with an argument will not help either party. Let's make an effort to try to provide good bursts of energy to those around us, and to ourselves, and let's try to end our conversations, arguments, or even disagreements with a clear sign of cordiality and respect for the other person, despite our differences of opinion. I hope you enjoyed my daily reflection. ##### Cheers🍀  ^{Free image from [Pixabay.com](https://pixabay.com/)}