Engaged customers reliably ascribe more value to the product in question, as demonstrated by changes in attitude, behavior, product enjoyment, and spending.

FORBES: Use Motivational Fit to Market Products and Ideas

The coach has to help the person learn the requisite attitude, behavior and skills needed to perform the job successfully within the agreed success parameters.

FORBES: The difference between coaching and mentoring

Use this opportunity to think about all the ways in which you can improve your behavior and attitude.

FORBES: How Negative Feedback Can Help Your Career

Apple has introduced the products that have fundamentally changed human behavior and attitude toward media consumption and creation as well as technology generally.

FORBES: Magazine Article

Next, stick to commenting on behavior, not attitude.

FORBES: How To Give Difficult Feedback

Each interaction indicates some type of behavior and the associated content may be interpreted as attitude or sentiment.

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The downturn has procured a related outbreak of pleasant behavior: Tradesmen, salespeople and restaurant reservationists have lost their standoffish attitude.

FORBES: Magazine Article

The worst thing to do is respond defensively as questions arise and refuse to examine your behavior. (Public pension operating in a political arena frequently tend to develop a hostile attitude toward those raising questions or offering new solutions.) If you seek out new advice, guidance and insights you will be fine.

FORBES: The Growing Scrutiny of Pensions ( August 22, 2005)

Parents are key to cultivating this capability, but, Cohn says, everybody is responsible for modeling as well as actively making a healthy attitude happen -- parents, coaches, even the leagues, which should set up bylaws, outlining acceptable behavior, and then enforce those rules.

CNN: Teaching kids to cope on the ball field