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Save Something Good for the End in Order to Sell Again in the Future: The Peak-End Rule in Service Design

March 6, 2018

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Brexit and Regret: Psychology, Not Politics

June 27, 2016

Last Thursday (June 23 2016) Brits voted in a referendum for leaving the European Union. The next day, when results came in, there was a generalized surprise. Almost nobody expected the results to be 52% for leaving and 48% for remaining in the EU.


Several articles pointed out that some (many?) of the leave voters regret their vote and wish they could reverse it. See: “I’m a bit shocked.” Some Britons are already regretting their vote for Brexit is just one of them


Since the internet already is full of comments on how this vote came to be, on the (lack of) honesty of the campaign and on the consequences of the UK leaving the EU, I propose to focus on the emotion of Regret.