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
Zaitsev's rule the University of Kazan in 1873. Zaitsev had cited Popov's 1872 paper in previous work and worked at the University of Kazan, and was thus probably aware of Popov's proposed rule. In spite of this, Zaitsev's 1875 "Liebigs Annalen" paper makes no mention of Popov's work. Any discussion of Zaitsev's rule would be incomplete without mentioning Vladimir Vasilyevich Markovnikov. Zaitsev and Markovnikov both studied under Alexander Butlerov, taught at the University of Kazan during the same period, and were bitter rivals. Markovnikov, who published in 1870 what is now known as Markovnikov's rule, and Zaitsev held conflicting views regarding elimination