There are many options to eat something delicious and fast. Some people like McDonald's, others like Burger King or Wendy's. Some people dislike Dominos while others prefer tacos for breakfast. People's attitudes reflect their likes and dislikes. All the thoughts of individuals, likes and dislikes about objects, constitute their attitudes. Attitude objects are anything that individuals can hold an attitude about. Attitude objects can be physical (food) or abstract (personal values, lifestyles). If a consumer has a negative attitude towards a product, he does not think to try it. Moreover, these attitudes drive consumer decision making. So, to understand consumer attitudes towards their product is critical for marketers. First, they should discover consumer attitudes towards their products. Later they should support positive attitudes consumer have, or they should find ways of changing the negative attitudes of the consumers to positive. This chapter discusses consumer attitudes, its importance, attitude models, and changing consumer attitudes strategies.
