The attitude is a mental predisposition to respond in a certain manner facing a brand, a good or an thing. In other conditions, the frame of mind is a discovered predisposition to act in a constantly favorable or unfavorable way regarding a given thing. This means the frame of mind is not inner however the results of encounters and information provided. Indeed, consumers have positive or negative sense towards a brandname. These feelings depend on the principles communicated by the brand and will directly influence the purchasing behavior of the customers when they need to select from two products for example. Attitudes donate to the recognition of a number of personal preferences and consequent actions. Attitudes play a role determining along the way of purchase, especially at the level of the valuation of resolutions.