(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.
Take Back the Night is an international initiative to end violence. The event begins with banner making, followed by a march, presentations and poetry reading.
Sombrilla, Main Campus
Members of the UTSA community have published “Adapt and Overcome: Essays of the Student Veteran Experience,” an important book to help active duty military and veterans successfully transition to college life. The event includes a panel discussion with UTSA alumni student veterans who contributed chapters to the book. Guests can also purchase the book. All proceeds benefit the UTSA Student Veteran Association.
Business Building, University Room (BB 2.06.04), Main Campus
The Graduate School is hosting a panel discussion for all of our current students, alumni and members of the San Antonio community who are interested in learning more about graduate education.
Graduate School and Research Building (GSR 1.204), Main Campus
The annual UTSA Graduate fair gives students an opportunity to meet representatives who can provide the information on admission requirements, fellowship opportunities, and other key information.
University Center, Main Campus
A recruiter will speak to potential candidates for the Archer program. The Archer program has helped students land successful careers in public service.
Durango Building (DB 2.208), Downtown Campus
Canadian scholar Jasmin Hristov will present a lecture on paramilitarism, complex type of politically-motivated violence in different parts of Latin America. This presentation will explain paramilitary violence as a tool of economic globalization.
Buena Vista St. Bldg., Aula Canaria Lecture Hall (BV 1.328), Downtown Campus
The UTSA College of Engineering Technology Symposium showcases innovative student projects and research performed across multiple disciplines including engineering, science and business. The public is invited.
H-E-B UC Ballroom (HUC 1.104), Main Campus
The University of Texas at San Antonio is dedicated to the advancement of knowledge through research and discovery, teaching and learning, community engagement and public service. As an institution of access and excellence, UTSA embraces multicultural traditions and serves as a center for intellectual and creative resources as well as a catalyst for socioeconomic development and the commercialization of intellectual property - for Texas, the nation and the world.
To be a premier public research university, providing access to educational excellence and preparing citizen leaders for the global environment.
We encourage an environment of dialogue and discovery, where integrity, excellence, inclusiveness, respect, collaboration and innovation are fostered.