(Sept. 25, 2012) -- Tina M. Lowrey, UTSA professor of marketing in the College of Business, and Stacey Baxter, a University of Newcastle professor, have completed research that suggests that the sound of a word influences children's brand preferences. The article, "Phonetic Symbolism and Children's Brand Name Preferences," was published in the Journal of Consumer Marketing.
Three experiments were conducted with children age five to 12 years old to examine their preferences for a brand name based on sounds. Experiment one examined their preference for a brand name based on the words used to describe the product. Experiment two extended this research across product categories to look at brand name preferences related to a product's features. Finally, experiment three investigated the interaction between pure phonetic symbolism, or the sound of a word, and its actual meaning.
The research suggested that children make specific associations between sounds and brand/product attributes. The findings also showed that children prefer brand names where the vowel sound is similar to the product's attributes. Front vowel sounds, vowel sounds made when the tongue is positioned in the front of the mouth, were preferred for products perceived to be small and light.
It also was determined that back vowel sounds, vowel sounds made when the tongue is positioned in the back of the mouth, were preferred for products perceived as big and heavy. The researchers suggest that marketers should consider these relationships between vowel sounds and a brand's characteristics when choosing a brand name.
"By conducting these in-depth studies regarding the correlation between a word's sounds and children's brand preferences, we hope to have an impact on the process by which marketers choose inventive and distinct brand names," said Lowrey.
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The sympoisum will focus on the interface between aging and neurodegenerative diseases, will educate the wider research community about advancements in this fast-paced field and stimulate collaborative research in this area. Register online for this free event.
H-E-B University Center Ballroom (HUC 1.106), Main Campus
The 23rd International Conference on Historical Linguistics is offering four special panels open and free to the San Antonio public July 31-Aug. 3 to mark the tricentennial next year. The event is co-sponsored by UTSA Research.
Hotel Contessa, 306 W. Market St., San Antonio
Orientation marks a major step toward becoming a Roadrunner. It is a unique experience designed to welcome freshmen and transfers to UTSA and ensure a successful transition into college. They will learn about UTSA, prepare for their first semester and have fun meeting other students. There is also a special Family Orientation program too.
Various locations, Main and Downtown Campuses
The UTSA community welcomes students to their on-campus home! Laurel Village, Chaparral Village and Alvarez Hall are home for 2,300 students during the academic year, and Move-In event kicks off the start of Roadrunner Days.
Laurel Village, Chaparral Village, Alvarez Hall, Main Campus
The College of Engineering hosts this seminar featuring Jeff Adams, Southwest Zone Quality Manager, Siemens Building Technologies Division. The event is free and open to the public.
Engineering Building (EB 3.04.30), Main Campus
After a day full of moving and getting settled into their new UTSA home, students and their families can have some refreshments and snacks at the Welcome Back Reception. The event tops off with the premiere performance of the Spirit of San Antonio, UTSA's Marching Band.
University Center Paseo, Main Campus
Can you survive the library wilderness? As a part of Roadrunner Days, UTSA Libraries is hosting a mobile adventure for you to play and find out more about the library!
John Peace Library, 2nd floor, Main Campus
Come meet your UTSA Volleyball Team as they gear up for the 2017 season! The game begins at 5 p.m. then the team will hold an autograph and photo session after the game.
Convocation Center, Main Campus
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