(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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This 3-day workshop features lectures & practical exercises designed for English-Spanish interpreters in legal settings. Hosted by the Graduate Certificate in Translation & Interpreting Studies of the Dept. of Modern Languages & Literatures.
McKinney Humanities Building (MH 3.01.28), Main Campus
The UTSA East Asia Institute hosts District 8 City Councilman Ron Nirenberg who will discuss his recent trip to China for the 8th annual Sister Cities International forum. He will discuss how these conversations help citizens connect in an increasingly global world to exchange ideas and tackle issues affecting all of us.
University Center, Denman Room (UC 2.01.28), Main Campus
Dr. Gaye Theresa Johnson, associate professor of Chicana and Chicano Studies, and African American Studies, at the University of California at Los Angeles is the guest speaker at this free, open event. Johnson is also the author of "Spaces of Conflict Sounds of Solidarity: Music, Race, and Spacial Entitlement in Los Angeles" and "Futures of Black Radicalism."
University Center, Denman Room (UC 02.01.28), Main Campus
The UTSA Consortium for Social Transformation; African American Studies Program presents guest speaker Dr. Gaye Theresa Johnson, associate professor of Chicana and Chicano Studies, and African American Studies, University of California at Los Angelesand author of "Spaces of Conflict Sounds of Solidarity: Music, Race, and Spacial Entitlement in Los Angeles" and "Futures of Black Radicalism." The event is free and open to the public.
University Center, Denman Room (UC 2.01.28), Main Campus
Grab your friends, family, kids and dog for this annual fun run on the UTSA Main Campus benefititng the UTSA Alumni Association.
Convocation Center, Main Campus
Join the Department of Interdisciplinary Learning and Teaching for the 13th annual Storytelling Festival. The festival will feature keynote speaker Carolina Quiroga-Stultz, a Colombian Storyteller and journalist. This event is free and open to the public.
Main Building, ground floor, Main Campus
The IDS Colloquium showcases the excellent scholarship done by the IDS students in the College of Education and Human Development at UTSA. In addition, this event also honors the legacy of Dr. Marian Martinello.
Business Building, University Room (BB 2.06.04), Main Campus
UTSA welcomes the Italian-born duo Bandini-Chiacchiaretta. They've toured the world performing Argentine Tango music on guitar and bandoneon, the instrument of Astor Piazzolla. Tickets are $10 or free with UTSA Student I.D.
Arts Building, Recital Hall (Arts 2.03.02), Main Campus
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