Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.

The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand").

Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude

The beliefs, thoughts, and attributes associated with the object (e.g., "This brand is environmentally friendly"). How Attitudes are Formed