The document discusses consumer attitude formation and change. It defines attitudes as learned predispositions to respond favorably or unfavorably towards an object. Attitudes have cognitive, affective, and behavioral components and are learned through classical conditioning, operant conditioning, and cognitive learning. Models of attitude formation include the tri-component model comprising cognition, affect, and conation; multi-attribute models examining attitudes towards specific product attributes; and cognitive dissonance theory which posits that discomfort occurs when conflicting beliefs are held.