There are a series of experiments that show that your memory of an event is colored more by the experience at the end of the event. This leads to some fascinating contradictions between what you should want from a rational perspective and what you actually want. The speaker is a Nobel-Prize winning Economist who has developed much of the research in behavioral economics.
Kahneman D. The riddle of experience vs. memory | Video on TED.com. Description: “Using examples from vacations to colonoscopies, Nobel laureate and founder of behavioral economics Daniel Kahneman reveals how our “experiencing selves” and our “remembering selves” perceive happiness differently. This new insight has profound implications for economics, public policy — and our own self-awareness.” Available at: http://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory.html.