What term refers to a predisposition to respond to a product or brand positively or negatively?

The term that refers to a predisposition to respond to a product or brand positively or negatively is attitude. Attitude encompasses an individual's feelings, thoughts, and predispositions toward a specific product, brand, or idea, shaping how they evaluate it. This can manifest as a favorable or unfavorable view based on past experiences, values, or the influence of marketing strategies.

Understanding attitude is crucial for marketers, as it helps them gauge consumer behavior and develop more effective promotional strategies tailored to target specific audiences. In essence, a positive attitude towards a brand often leads to increased loyalty and purchasing behavior, while a negative attitude can deter consumers from engaging with that brand altogether.