Attitudes, Values, Beliefs = The attitude is a learned, global, evaluation of an object, person, place, or issue that influence thought and action. Good attitude toward strawberry, fruit juice, or cold drinks Or positive attitude toward donation = Values are guiding principle of life or conceptions of the desirable means and ends of action. If a person holds value that eating fruits will make his/her lives healthy, he/she is more likely to buy our product. A positive value toward helping people, should result in purchasing the product. = Beliefs are cognitions about the world. Someone may have a belief that buying a cup of strawberry juice may help some kids.