Which cognitive bias suggests that individuals remember experiences based on their most intense moments?

The concept of Peak-End Bias refers to a cognitive phenomenon wherein individuals evaluate experiences largely based on the peak (the most intense point) and the end of the experience, rather than on the total sum or the average of every moment. This bias highlights that when recalling experiences, people are likely to remember the strongest emotions and the final moments more vividly than the entirety of the experience itself.

For example, during a lengthy journey, if a person encounters a particularly exhilarating event or moment of distress followed by a satisfying conclusion, those aspects will overshadow the neutral or mundane parts of the journey. This bias is important in various fields, such as customer experience, healthcare, and event planning, where providing exceptionally positive peaks and a strong ending can significantly shape overall satisfaction.

Understanding Peak-End Bias is crucial for organizations striving to improve stakeholder experiences, as it underscores the importance of managing those peak moments and ensuring that the conclusion of an interaction leaves a positive impression.