Attitudinal Choquet integral (ACI) extends Choquet integral (CI) through a consideration of a decision-maker's (DM's) attitudinal character. In this paper, we generalize ACI, and the resulting operator is termed as generalized ACI (GACI). GACI adds to the efficacy of the ACI in the representation of a DM's unique and complex attitudinal character. It also generates a vast range of exponential ACI operators, such as harmonic ACI, ACI, quadratic ACI, to name a few. We further present induced GACI to consider additional information that may be associated with the arguments of aggregation. The special cases of the proposed operators are investigated. The usefulness of the proposed operators in modelling human decision behavior is shown through a case study. © 2018 Wiley Periodicals, Inc.