Over the past 20 years, behavioural economists have found evidence in support of a human insight that story-tellers have known for countless generations – people love a happy ending.  However, the particularly curious part of this insights is that all else being equal, an experience that starts off as happy/positive is not remembered as favourably as an experience that ends off as happy/positive.  That is, it is not just the case that people love happy endings, but that they love them much more than happy beginnings.