When Parts Form the Whole: Memory Conservation Leads to Enhanced Attitude

Gaurav Jain, University of Iowa, USA
Sunaina Shrivastava, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
We show that individuals have enhanced attitude towards a target object, formed as a whole when its individual parts combine, when compared to the attitude towards the whole object in totality. We posit a memory conservation based process for the observed increase in attitude towards the target.
[ to cite ]:
Gaurav Jain, Sunaina Shrivastava, Dhananjay Nayakankuppam, and Gary Gaeth (2015) ,"When Parts Form the Whole: Memory Conservation Leads to Enhanced Attitude", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 790-790.