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
Five-second rule Five-second rule The five-second rule, sometimes also the three-second rule, is a western cultural food hygiene concept, that states that there is a defined window where it is permissible to pick up food (or sometimes cutlery) after it has been dropped and thus exposed to contamination. Some may believe this assertion, whereas most people employ the rule as an amusing social fiction that allows them to eat a dropped piece of food, despite the potential reservations of their peers. How many and what type of bacteria would stick to a piece of dropped food depends on many factors, the food