We're now at module number six, where we're going to talk about a topic that I think is of interest to just about anybody who deals with customers. And that is attitudes and persuasion. We use the word attitude a lot people say, you have a bad attitude or happy hour might advertise that you should come in and adjust your attitude. So attitudes are really central to the way we understand how consumers comprehend products and brands, how they think about them and how they decide what to do in relation to them, for example, buying them or not. So what do we mean by an attitude? Well, simply an attitude is a lasting general evaluation of people, including oneself as we've seen in prior modules, objects, advertisements, or issues.

Consumers have attitudes toward a wide range of attitude objects. From very product specific behaviors for example, you use crest toothpaste rather than Colgate to more general consumption related behaviors. For example, how often you should brush your teeth