By providing an introduction to language attitude theory, this chapter serves as a reference point for the subsequent chapters. The chapter begins by considering attitudes in general (their formation, functions, and components) before focusing specifically on language attitudes. The chapter examines the link between language and social identity, the notion of language attitudes as reflections of social mores and the related issue of language attitude change, and the difference between (and inter-relatedness of) language attitudes and ideologies. The chapter then discusses the implications and consequences of language attitudes at the micro as well as the macro level. Subsequently, the chapter covers the key individual and socio-structural factors that influence language attitudes, and it discusses the evaluative dimensions of language attitudes (and how they are connected to the aforementioned socio-structural factors). The chapter introduces the three types of methods by means of which language attitudes can be investigated – that is, the analysis of the societal treatment of language, direct methods, and indirect methods – and the key overarching issues in language attitudes research which are covered in the book (i.e. regarding different community types, different data types, priming, and mixed-methods approaches). The aims of the book, and its structure and contents, are explained.