Kahneman and co-authors (1993) studied how subjects experience and evaluate pain. Subjects were first asked to immerse their hand in cold water for 60 seconds. The water was kept at 14C. Seven minutes later subjects were asked to put their other hand in cold water for 90 seconds. This time the water was kept at 14C for 60 seconds and then gradually increased to 15C. Seven minutes later each subject was told that they would be asked to put their hand in water a third time, but they could choose whether to repeat the first, 60-second, trial or the second, 90-second, trial.

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Provide one example where the findings of this research was applied in practice.