Attitude

The meter displaying a trader's Attitude. Hovering on the meter displays the exact amount of Attitude gained.

Attitude is used to determine the favourability (or lack thereof) of otherwise non-aggressive Non-Player Characters and the prices they accept when trading. Attacking a character, stealing, or interacting with objects without permission may cause a nearby character who can be traded with (i.e. merchant or trader) to lose attitude towards the offending character. The only way to increase attitude is to gift gold or items of value.

Maximizing trader attitude

It can be a good idea to maximize the attitude of certain traders as early in the game as possible, especially if they reappear in later acts and offer expensive items.

For a more in-depth description of the effects of attitude on trading, see the page: Trading and item pricing.

The best way to improve trader attitude seems to be gifting coins rather than items. This is because gifting an item is equivalent to gifting that item's current sell price. If an attitude of 100 is reached by gifting coins, and then those items are sold instead of gifted, the net cost for the trading party member (gold gifted - all items subsequently sold) is lower than simply selling items to obtain the same attitude of 100.

Notes

• Attitude is trade specific and does not reflect a non-player character's opinion (i.e. approval) of the active character.
• If an offense is committed by a Mage Hand or Familiar, then the Mage Hand or Familiar takes the attitude loss instead.
• If the trading party member is  disguised when attitude changes happen, those changes only affect that specific disguise - not the character as a whole.