and that trait resonates in the consumer's mind. These traits are matched to the five psychological factors that the consumers are influenced by: perception, learning, motivation, beliefs, and attitudes. In relation to brand loyalty, the most important factors are beliefs and attitudes. A belief can be based on real knowledge, faith, or opinion and has the ability to carry an emotional charge. Consumers use beliefs to form a brand image in their minds, and marketers try to either change or enhance people's beliefs to draw them to their brand. Marketers can advertise messages such as "no added sugar" and then, if this statement resonates in the consumer's mind, the consumer will believe that this brand's beliefs matches theirs. Beliefs that consumers hold against brands can also be false, as word of mouth, false advertising, and so forth can create false impressions. Marketers will try to counteract these negative beliefs so the consumer feels like they hold similar beliefs as the brand. Attitudes can be based on brand salience and accessibility. Consumers make constant evaluations on every aspect of their lives and these make up attitudes. Ones attitude is usually difficult to change, so marketers try to fit their brands and products into categorical attitudes. Each time a consumer makes contact with a brand (through advertising and promotion), they reflect on their attitudes to make judgements and decisions about that particular brand. If a person's attitude coincides with what a brand is trying to convey, the consumer will put the brand into a "liking" category in their mind. The consumer will then be more likely to increase involvement with this brand, and because attitudes are difficult to change, the chances of brand loyalty occurring increase. Other advertising techniques such as comparative advertising have shown to increase the brand attitudes one might have. When a brand praises a competitor, rather than using a negative comparison, consumers are shown to have more positive brand attitudes, therefore drawing them to the brand. Brands may advertise themselves in ways that have nothing to do with their product, but by using emotional influences that they know the average consumer will engage with. For example, they may use religion, world peace, love, death, children and other symbols that humans can feel sentimental about to attract consumers to their brand. Through advertising, marketers may focus more on implicit emotional messages, rather than the actual content or information about