Blood-injection-injury (BII) phobia is associated with avoidance of needed medical treatment. Exposure therapy lessens distress related to viewing BII stimuli. However, many clinicians report difficulty with clients not completing exposure therapy. This study assessed whether the peak-end rule of memory could be manipulated to encourage the acceptability of and lessen the distress associated with exposures to BII stimuli. 201 participants recruited via Amazon.com's MTurk were randomly assigned to view or not view a series of less distressing photos of BII at the end of an exposure session to BII stimuli. Participants who viewed the less distressing photos at the end of the exposure session rated it retrospectively less distressing overall. The results suggest promise for using the peak-end rule to improve exposure therapy outcomes for clients with BII phobia.