When a cyclic diene adds to a dienophile carrying an unsaturated substituent, the endo adduct has that substituent pointing towards the newly formed double bond (under the diene in the transition state), the exo adduct away from it. The endo rule states that the endo adduct is formed faster.
Chemistry · Glossary
What is Endo and exo adducts?
Also known as: endo adduct · exo adduct · endo rule