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Seeing the Big Picture: Multitasking and Memory for the Ad
Unformatted Document Text:  17. Future events are predictable based on present situations 18. The whole, rather than its parts should be considered in order to understand a phenomenon 19. It is more important to pay attention to the whole than its parts 20. The whole is greater than the sum of its parts 21. It is more important to pay attention to the whole context rather than the details 22. It is not possible to understand the parts without considering the whole picture 23. We should consider the situation a person is faced with, as well as his/her personality in order to understand one’s behavior Screen for ads and tasks: Brand Name Recognition Task (instructions to click those that they saw an ad for) Seeing the Big Picture: Submitted to AEJMC 2011 30

Authors: Duff, Brittany., Sar, Sela., Oh, Sangdo., Lutchyn, Yulia. and Chinchanachokchai, Sydney.
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17. Future events are predictable based on present situations
18. The whole, rather than its parts should be considered in order to understand a 
19. It is more important to pay attention to the whole than its parts
20. The whole is greater than the sum of its parts
21. It is more important to pay attention to the whole context rather than the details
22. It is not possible to understand the parts without considering the whole picture
23. We should consider the situation a person is faced with, as well as his/her personality in 
order to understand one’s behavior
 Screen for ads and tasks:
Brand Name Recognition Task (instructions to click those that they saw an ad for)
Seeing the Big Picture:  Submitted to AEJMC 2011

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