Attitude is a lasting, general evaluation of people, objects or issues. Attitude exists because they serve some function for the person determine by a person"s motives. Two people can each have the same attitude toward some object for very different reasons: utilitarian function: related to the basic principles of reward and punishment. Develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain: value-expression function: express the consumer"s central values or self concept. Often present when a person is in an ambiguous situation or is confronted with a new product. Attitude has three components: affect: the way a consumer feelings about an attitude object, behavior/ conation: person"s intentions to do something with regard to an attitude objects, cognition: beliefs a consumer has about an attitude objects. This model emphasizes the interrelationships among knowing, feeling and doing.