Formed by both your affective and cognitive system. Three hierarchies to explain how attitude formation occur: high involvement feeling, thinking active, low involvement, zajonc"s model feel, behave and think. This can be a physical thing (product), an action or consequences, an attitude toward a collection of item. Attitude can also be directed at an ad. You may not like the product but like the ad. As a marketer, it is important because a negative evaluation of an ad can transfer to our overall evaluation of the brand. If you have a positive evaluation of ad, it can transfer to brand. Because we are consumer, we have different belief about object (ao) and behavior (aact) based on different underlying structure. Theoretically ao is not a related to bi (behavioral intention) When we learn aact, it can be related to behavioral intention when we combine it with social consideration.