(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.
State Rep. Diego Bernal presents a Q&A panel discussion with MALDEF, RAICES and DMCA Immigration Law Firm about DACA and the current state of affairs for Dreamers. Opening remarks by Congressman Joaquin Castro and Congressman Lloyd Doggett.
Buena Vista Building, Aula Canaria Auditorium (BVB 1.328), Downtown Campus
Come out and enjoy breakfast and beverages at the Official UTSA Tailgate in Albuquerque as our Roadrunners take on the New Mexico Lobos at the Gildan New Mexico Bowl. The official UTSA tailgate will be located in Fan Fest in the University Stadium Parking Lot, Stadium East.
University Stadium parking lot, Albuquerque, NM
Graduates from the College of Architecture, Construction and Planning, College of Business, College of Education and Human Development and the College of Public Policy will participate in the first commencement ceremony. President Romo will deliver the keynote address.
Graduates from the College of Engineering, College of Liberal and Fine Arts, College of Sciences and University College will participate in the second commencement ceremony. President Romo will deliver the keynote address.
All UTSA students, faculty and staff are invited to march with UTSA in the 30th annual MLK March. There will be a FREE shuttle from the UTSA Main Campus. Pick up in front of the Convocation Center at 8:30 a.m. Depart from UTSA at 9 a.m. Buses return to UTSA at 1 p.m
Convocation Center, Main Campus
UTSA's Department of Music hosts Dr. David Huron from Ohio State University as part of the Donald Hodges lecture series. Huron is a Canadian arts and humanities distinguished professor at Ohio State University.
John Peace Library, UTSA Faculty Center, (JPL 4.04.22), Main Campus
The Student Center for Community Engagement and Inclusion annually hosts a Volunteer Opportunities Fair to allow students, faculty and staff to learn about volunteer and service-learning opportunities in the San Antonio area.
University Center, 1st floor corridor, Main Campus
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