Attitude is an interal presdispostition based on which consumers systematically react towards an object, a brand, an organization or a product category. Consumer attitude may be defined as a feeling of favoerableness or unfavorableness that an individual has towards an object, a brand, an organization or a product category. An individual with a positive attitude is more likely to buy a product and this results in the possibility of liking or disliking this product. 1) What is the utility of consum'ers attitudes for both him/herself and a company 2) In what ways do modern companies seek to change consumer negative attitudes or strengthen established positive attitudes? Real examples from contemporary business world.