Attitudes are one of psychology’s fundamental concepts because they help to explain people’s decisions and actions. An attitude is a global and relatively enduring evaluation of a person, object, or issue - a representation of whether we think the target is generally good or bad, desirable or undesirable (Bizer, Barden and Petty, 2003:247). An attitude is “a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object”.