the peak-end rule is a psychological term proposed by and daniel kahneman. it suggests the following: when evaluating an experience, people do not recall details in every moment they experienced. people mainly recall what happened and how they felt at the peak and the end of the event. the peak is the time when they had the strongest emotion. our feelings at the peak and the end of the event decide what people generally feel about an experience. the feelings at the peak and the end take up similar weights, which means the memory of the experience is the average of the two.