An attitude is a persistent, consistent, and evaluative state of mind of a person that includes predominantly favorable or unfavorable evaluations, feelings, and behavioral tendencies toward a particular object, idea, product, or brand. It is a complex psychological construct that serves as a preconceived idea and significantly influences consumer behavior and purchasing decisions.
From a marketing perspective, attitudes are difficult to change, which is why companies most often strive to align their products with the target audience’s already existing favorable attitudes rather than trying to radically change them. When change is needed, it is achieved by providing new knowledge, changing beliefs about the product’s characteristics, or associating the product with groups that the consumer relates positively to.
