Review article
https://doi.org/10.5559/di.22.2.06
Forming Global Retrospective Evaluation: Duration Neglect and the Peak-End Rule
Kosta BOVAN
orcid.org/0000-0002-5183-6065
; Zagreb
Abstract
The impact of past experiences on decisions about the future
depends on the evaluation of those experiences. When
examining the relationship between ongoing and global
affective ratings, the results indicate that global ratings of
past affective experiences do not encompass information
about the duration of an experience. In other words, people
are prone to neglect duration. They usually follow the peak-
-end rule, basing their global rating just on the most intense
and the last moment of an experience. In this article, the
results of the most important experimental and real-world
research are presented. Evaluation by moments and
judgment by prototype paradigms along with the used
methodology are described in detail. A discussion about
normativity of duration neglect is brought up. Despite the
fact that these phenomena have been found in a variety of
areas, a series of studies and theoretical assumptions call
into question their incidence. The article concludes with a
discussion about potential prescriptions with which the quality
of experiences could be improved.
Keywords
duration neglect; peak-end rule; real-time evaluation; evaluation by moments; judgment by prototype; affective evaluations
Hrčak ID:
105465
URI
Publication date:
9.7.2013.
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