This paper studies the time-varying behavior of scaling laws and long-memory. This is motivated by the earlier finding that in the FX markets a single scaling factor might not always be sufficient across all relevant timescales: a different region may exist for intradaily time-scales and for larger time-scales. In specific, this paper investigates (i) if different scaling regions appear in stock market as well, (ii) if the scaling factor systematically differs from the Brownian, (iii) if the scaling factor is constant in time, and (iv) if the behavior can be explained by the heterogenuity of the players in the market and/or by intraday volatility periodicity. Wavelet method is used because it delivers a multiresolution decomposition and has excellent local adaptiviness properties. As a consequence, a wavelet-based OLS method allows for consistent estimation of long-memory. Thus issues (i)-(iv) shed light on the magnitude and behavior of a long-memory parameter, as well. The data are the 5-minute volatility series of Nokia Oyj at the Helsinki Stock Exchange around the burst of the IT-bubble. Period one represents the era of "irrational exuberance" and another the time after it. The results show that different scaling regions (i.e. multiscaling) may appear in the stock markets and not only in the FX markets, the scaling factor and the long-memory parameter are systematically different from the Brownian and they do not have to be constant in time, and that the behavior can be explained for a significant part by an intraday volatility periodicity called the New York effect. This effect was magnified by the frenzy trading of short-term speculators in the bubble period. The found stronger long-memory is also attributable to irrational exuberance.