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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 790-790.

Authors

Gaurav Jain, University of Iowa, USA
Sunaina Shrivastava, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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