Consumer attitudes play a large role in consumer behavior and their decision-making processes. Consumer attitudes are a composite of their beliefs, feelings and behavioral intentions toward your business. Beliefs are composed of past experiences to develop an attitude toward something. Sometimes feelings are based on beliefs people have, but can also be independent of it. Lastly, intention is what the consumer intends to do with respect to your product or service. Of course, all brands want consumers to have a positive attitude for their business. Some studies showed that consumers may change their attributes toward an existing product/service if exposed to new ones that reinforce positivity. Measuring consumer attitudes can be difficult because they can have conflicting beliefs and feelings about one thing at the same time. However, surveys can be done in order to get an idea of consumer’s attitudes for your brand. It can help your brand make future decisions on products and/or services and improve attitudes toward your brand.