Peak–end rule end. The effects of the duration of an experience upon retrospective evaluation are extremely slight. Fredrickson and Kahneman labeled this phenomenon "duration neglect". The peak–end rule is applicable only when an experience has definite beginning and end periods. A 1993 study titled "When More Pain Is Preferred to Less: Adding a Better End" by Kahneman, Fredrickson, Charles Schreiber, and Donald Redelmeier provided groundbreaking evidence for the peak–end rule. Participants were subjected to two different versions of a single unpleasant experience. The first trial had subjects submerge a hand in 14 °C water for 60 seconds. The second trial had subjects
Rule Wynn and Rule the Canadian Architectural Archives in Calgary. Rule Wynn and Rule Rule Wynn and Rule was an Albertan architectural firm that had offices in Calgary and Edmonton. The firm is noted for its prominent role in bringing modern architecture to Alberta. Founded by John Ulric Rule (1904-1978) and Gordon K. Wynn (1910-1994) in Edmonton in 1938, they were joined a year later by Rule's brother, Peter Leitch Rule (1913-1964). The initial partnership came about as neither Rule nor Wynn could find work. All three partners were graduates of the school of architecture at the University of Alberta. During World War II