Attitudes, their connections to product attributes and consumers’ value reactions to these are essential in understanding consumer behavior. In this chapter, we discuss the roles of attitudes and product attributes in explaining why and how consumers behave the way they do and how these reactions form along their purchase journeys. We introduce the expectancy-value model and explain how it can be used in understanding how consumers link attitudes to product attributes in moving toward choice behaviors. We offer examples that illustrate these relationships in consumer behavior settings.