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
Littlewood's rule rejected. If a continuous distribution formula_14 is used to model the demand, then formula_15 can be calculated using what is called "Littlewood’s rule": This gives the optimal protection limit, in terms of the division of the marginal revenue of both classes. Alternatively bid prices can be calculated via Littlewood's model is limited to two classes. P. Belobaba developed a model based on this rule called Expected marginal seat revenue, abbreviated as EMSR, which is an formula_17-class model Littlewood's rule The earliest Revenue Management model is known as "Littlewood’s rule", developed by Ken Littlewood while working at British Overseas Airways Corporation.