First and foremost, an attitude is the way people think about someone or something. Normally that attitude influences people’s behavior when it comes to a certain situation or an object. For example, if someone prefer organic milk instead of regular milk, that person is 10 times more likely to go to another store if the store that he or she is currently shopping at does not have the milk they want. With that being said, the customer has a negative attitude toward a regular milk, but a positive attitude towards an organic milk. 

We have an attitude towards just about everything and we constantly make decisions based on our previous attitudes without even realizing it. Mark Graff in his article “Quantifying Our Choices” states that a person makes about 20,000 decisions related to food only, not even taking into consideration all the other decisions. To find out more, feel free to visit https://www.pbsnc.org/blogs/science/how-many-decisions-do-we-make-in-one-day/#:~:text=And%20as%20your%20level%20of,are%20both%20good%20and%20bad.  

But how do our attitudes impact our decisions? 

Attitudes are emotions that people have towards things in life. They are pretty consistent although they can be changed with time. For example, if Adele does not like coffee and she cannot stand the taste of it, she will never go to Starbucks and just order herself an espresso. Although, if her friend, Ari who is a coffee-lover can understand why Adele dislikes coffee and on their next Starbucks run they both get a coffee, potentially something as light as caramel macchiato. Adele may enjoy the caramel macchiato and potentially even change her attitude towards coffee in a long run. This example goes to prove that the attitudes can be changed under the right circumstances. 

Are attitudes personal or generic?

An attitude is definitely a personal opinion about a certain product, service, or even a situation. While attitudes can be formed based on other people’s opinion, there is no “right” or “wrong” attitude. For example: if someone buys a Honda 2019 and it starts breaking the second the person leaves the parking lor, that person will automatically have a negative attitude towards Hondas as a car make because of their experience. The person will then tell her friend Diana about her experience, and Diana will have negative attitude towards those cars based on a negative word of mouth. This is a perfect example of the situation when the person who has a negative attitude towards something based on a negative word of mouth. These attitudes can always be changed or corrected although that will require some investment: time, money, afford. I have recently read an article: “Influences of Word of Mouth and Consumers’ Attitudes on Purchase Decisions” which stated that “…relation that Exists between the influence of the WOM and the attitude of the consumers and the purchase decision…”. Click https://ukdiss.com/examples/word-of-mouth-purchase-decision.php to read a whole article.    

Let’s see how companies see customers’ attitudes when it comes to making decisions. 

Let’s take Ralph Lauren as an example of the company and see how this company’s able to handle its customers’ attitudes and still make the profit. First of all, Ralph Lauren is a multi- million $ company that has been around for a long time, therefore, this company has a well-put together marketing strategy and has a strong understanding of their customer base. This means that the company can easily relate to the customers and satisfy their needs. Although, they still come across people with strong attitudes, both positive and negative. For example, someone is unhappy about the fact that their shirt shrunk in the wash. Even though we know that the customer probably did not read the washing instructions before washing the item, the company always puts customer first and they understand that the customer already has a negative attitude towards our store and the brand. At this point it is up to the company whether they want to “keep the customer” and change their attitude towards the brand by doing an even exchange for the exact same item or if they want to reject this customer’s concern and most likely “loose” the customer in a long run. Of course, these decisions are made on a “one on one” basis and the company’s decision completely depends on a situation. One of the articles that I have recently read in Martin Ball newspaper states: “The Ralph Lauren brand is created for a consumer that values quality, exclusivity, style, fine living, and prestige”. Feel free to read the whole article by visiting https://martinroll.com/resources/articles/strategy/ralph-lauren-a-brand-capturing-the-american-spirit/


Overall, the attitudes play crucial role when it comes to decision making. The attitudes will either help the buyers finalize the purchase or completely make that selection unappealing. Although, as I have already mentioned above, we as marketers, should always remember that it I not only up to a customer to have a positive or negative attitude towards the purchase decision. By our outstanding customer service and by building relationship with customers we are able to keep customers happy and maintain their positive attitude towards our brand or the product or service we offer. 

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