Wednesday, October 07, 2015


UTSA study analyzes effects of word sounds on children's brand preferences

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(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.

Nationally ranked and recognized, the UTSA College of Business is accredited by AACSB International, the Association to Advance Collegiate Schools of Business. It is one of the 40 largest business schools in the nation with 6,000 enrolled students and 37 graduate and undergraduate business programs. The college is dedicated to raising its academic profile to become one of the best business schools recognized for developing "Knowledge for a New World." For more information, call 210-458-4313.



Oct. 5, 6 p.m.

Film Screening: The Head of Joaquin Murrieta by John Valadez

The Mexican American Studies Program will host a screening of this irreverent, entertaining and often disturbing tale that uses both fiction and documentary story telling devices to tear open a painful and long ignored history: the lynching of Mexican Americans in the southwest.
Buena Vista Building Aula Canaria (BV 1.328), Downtown Campus

Oct. 6, 3 p.m.

State of the University

Join President Ricardo Romo as he gives his address to the UTSA community.
H-E-B University Center Ballroom (UC 1.104), Main Campus

Oct. 7, 6:30 p.m.

The Impact of the 84th Texas Legislative Session on Public Schools: Any Rain in Sight or Are Those Smoke Clouds on the Horizon?

Join the College of Education and Human Development's Center for Educational Leadership, Policy and Professional Development for a discussion about what passed and what didn't in the last legislative session and what it means for Bexar County Public Schools. 
Durango Building Southwest Room (DB 1.124), Main Campus

Oct. 8, 10 a.m.

Graduate Fair

Graduate School representatives from across the country will provide information on options after earning a bachelor's degree. Students, alumni and community members are welcome.
University Center Retama Galleria, Main Campus

Oct. 10, 8:30 a.m. - 3 p.m.

UTSA CITE Technology Entrepreneurship Boot Camp

Kickstart your career as an entrepreneur at The University of Texas at San Antonio’s Center for Innovation, Technology and Entrepreneurship (CITE) Technology Entrepreneurship Boot Camp.
Business Building, Richard S. Liu Auditorium (BB 2.01.02), Main Campus

Oct. 14, 5:30 p.m.

Architecture as Rendered Society

The UTSA College of Architecture, Construction and Planning, in partnership with AIA San Antonio’s Latinos in Architecture, presents architect Andrés Jaque, founder of the Office for Political Innovation, an architectural practice dually based in New York and Madrid.
Buena Vista Building, Aula Canaria Lecture Hall (BV 1.328), Downtown Campus

Oct. 20-21, 9 a.m. - 3 p.m.

SECC Book Sale

Looking for a good read? Shop for yourself or for gifts and help change a life at the same time. Browse and buy children’s stories, novels and more at the 2015 SECC Book Sale.
Sombrilla Plaza, Main Campus

Oct. 27, 11:30 a.m.

Lecture by Composer Larry Groupe

The UTSA Music Department presents Emmy-award winning Composer Larry Groupe. Groupe has composed music for films such as "The Contender," "Straw Dogs" and "Miami Vice," and TV shows such as "Star Trek: The Next Generation," "Ren and Stimpy" and "American Gladiators." Lecture is free and open to the public.
Arts Building (2.03.15-18), Main Campus

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Did You Know?

UTSA writes the book on all-digital libraries

As touch screens and e-books demand more and more attention from both casual readers and scholars, many people say the handwriting is on the wall for the printed page.

At UTSA, the handwriting is on the wall for a library that doesn't have any printed books.

Since March 2010, the bookless library in the Applied Engineering and Technology Building has given UTSA students an innovative way to read, research and work with each other to solve problems.

With ultra-modern furniture and a décor featuring desktop computers, scanners and LCD screens, the AET Library is designed to engage students in an online format. But it also offers group study niches and study rooms with whiteboards and glass walls on which students can write. The space encourages teamwork, communications and problem solving for the next generation of scientists and professional engineers.

Did you know? The UTSA AET Library is the nation's first completely bookless library on a college or university campus. It served as a model for Bexar County's first-in-the-nation public bookless library system and one of its branches, the Dr. Ricardo Romo BiblioTech.

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