Based on rational analysis,cognitive bias and affective factors,this paper puts forward a comprehensive theoretical framework to explore the differences between Chinese and foreign brand attitudes and their causes.Study found that foreign brands have an advantage over Chinese brands in respect of rational analysis and cognitive biases,both foreign brand Chinese brands have their own merits in emotional factors to consumers.Although consumers preference to foreign brands is still significant compared to Chinese brands,the relative advantages of Chinese brands reveal the transform of consumers awareness under the background of globalization.Research enriches the literature of Chinese and foreign brand attitude differences,and put forward suggestions for Chinese enterprises to enhance their competitiveness.