The Peak-End Effect: How the Final Moments Shape Lasting Impressions

Imagine a lineup of performers, candidates, or presenters—who will the audience remember most? Behavioral science says it's rarely the person who went first. Multiple real-world studies reveal that the last (or 'peak') performer tends to stand out in memory, regardless of strictly objective quality. This is called the 'peak-end effect.'

For instance, Eurovision and X Factor contestants who perform last win more, and job applicants scheduled at the end of a selection sequence fare better. Even when judges rate each candidate right away, as in dance competitions, those appearing near the finish line generally earn higher marks. Researchers say our minds anchor memories around two points: the high of the experience and the way it concludes.

There's practical wisdom here: if you can choose when you're evaluated, aim to be one of the last. When you run a meeting, end with a strong, positive action or takeaway—people will remember that finale long after they've forgotten earlier moments.

The effect is robust across domains and underscores how our brains construct impressions. It's why a tough but rewarding workout ends on gratitude if you finish with stretching and deep breathing, or why a long project is remembered fondly if the team celebrates its conclusion.

When planning your next big effort, design it so that the high point and ending are especially positive and memorable. Try to go later in line if possible, or finish team meetings with a powerful reflection or summary. Take time to reinforce what you've learned and celebrate at the end—not just the start. This simple focus can transform how you, your team, or your audience remember and evaluate the whole experience. Give it a try on your next project or presentation.