The attitude of consumers is the way they feel about a product, or their beliefs and/or intentions directed towards the product. It can be a decisive factor in the outcome of consumers’ interaction with a product and thus it is important that marketing teams pay close attention to it. Attitude and consumer behavior are interconnected and one cannot exist without the other, therefore when conducting a consumer behavior analysis companies should focus on first determining consumer attitudes towards the product or a service that they are aiming to offer to them in the future. Consumer attitudes are a mixture of a consumer’s (1) ideas about, (2) sentiments about, and (3) behavioral intentions toward some object—usually a brand or retail store—within the context of marketing. These elements are considered as a unit because they are highly interrelated and reflect factors that impact how the customer reacts to the thing. Of course, this is not always a smooth process and a change in attitude may occur. Changing customer attitudes is tough in general, especially when consumers feel the marketer is pursuing a self-serving goal (e.g., to get the consumer to buy more or to switch brands).

Overall, attitude and consumer behavior are closely connected and it can be said that consumer attitude is in the top three factors to consider when determining the details of a up and coming marketing or advertising campaign. In fact, most of the budget is usually spent on finding out the attitudes already existing or potential consumers have or may have towards the new product or service.