Brand attitude play a central role in models of consumer behavior and advertising effects. Despite its use to assess the absolute and relative appeal of brands, its correlation to brand choice is highly conditional. Brand attitude – brand choice correspondence is most likely when the attitude is (i) accessible and stable, (ii) frequently repeated, (iii) formed on the basis of direct experience, (iv) formed in information environments highly similar to the choice environment and (v) formed in environments characterized by high involvement. All things considered, if brand choice is the ultimate variable of interest, then researchers are advised to measure it directly, not brand attitude as its surrogate.