Chapter 5 examines attitudes as predispositions that guide consumer responses, formed through the interplay of motivation, perception, and learning. It introduces the tripartite (ABC) model, distinguishing affective, behavioral, and cognitive components and explaining how they interact in evaluation and choice. The chapter then explains the theory of reasoned action (TRA) and the theory of planned behavior (TPB), which link attitudes, subjective norms, perceived behavioral control, and intentions to actual behavior. It analyzes how preference formation can generate biases that distort judgments and reinforce mindless consumption. Strategies and models of attitude change are reviewed, including how marketing can revitalize weakening attitudes, realign shifting ones, and resolve conflicting evaluations. The chapter culminates in a discussion of acceptance as open, nonjudgmental receptivity to one’s own and others’ perspectives, integrating self-compassion and empathy to support more mindful intentions and behaviors.