studies found that other factors influence the peak-end rule. firstly, the expectation. a high expectation is compared with the actual experience at the start. if a difference exists, the starting experience will be the most important factor in overall experience evaluation. the peak-end rule is more likely to be applicable to lower expectation situations. secondly, one study finds that the effect of peak-end law is small on one day experiences. moreover, some people are easily affected by the rule but others are not. thirdly, according to and carmon, how we feel at the moment of evaluation also affects the outcome.