Changing the customer’s attitude could influence the purchase decision process. If we want to get our customers to buy what we are marketing, we need to understand why they think the way they do. We need to understand their purchase decision process and how we as marketers influence the purchase decision process. What the buyer’s think will influence what they do. In other words, if they feel good about the purchase, they will more than likely buy it, if they don’t feel good about it or unsure, they may not. They want to feel like they made the right decision not just in the moment, but also after the purchase. Most important is that we connect with our customers in a way that they feel that they have received a value for their exchange. This is how you build a trusting reputation for the brand and hopefully a lifelong customer.