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

Gaurav Jain; Sunaina Shrivastava; Dhananjay Nayakankuppam; Gary Gaeth

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

Conference proceeding

Peer reviewed

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

Gaurav Jain, Sunaina Shrivastava, Dhananjay Nayakankuppam and Gary Gaeth

Advances in Consumer Research, Vol.43, p.790

01/01/2015

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Abstract

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.

Attitudes

Consumer attitudes

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Details

Title: Subtitle: When Parts Form the Whole: Memory Conservation Leads to Enhanced Attitude
Creators: Gaurav Jain
Sunaina Shrivastava
Dhananjay Nayakankuppam
Gary Gaeth
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.43, p.790
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2015
Academic Unit: Marketing
Record Identifier: 9984380603502771

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