(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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MuTe Fest is a celebration of original music and technology. Three days of concerts, sessions, and informative lectures will offer a unique experience of musical works created by fellow UTSA students and the chance to gain valuable knowledge about music technology.
Art Building, Music Tech Lab (Arts 3.01.30B), Main Campus
The conference will showcase the works of authors, illustrators, and scholars which embody Latino culture and art as a means to promote literacy and reading in Latino children.
Durango Building, first floor, Downtown Campus
The theme of this year’s symposium is Black & Brown Futures. The free event will give UTSA students and the community the opportunity to meet and hear national scholars talk about current research and academic trends relevant to the lives of African Americans in the United States.
Student Union, Denman Room (SU 2.01.28), Main Campus
Registration is open now for this family-friendly and dog-friendly run that supports the UTSA Alumni Association scholarship fund.
Convocation Center, Main Campus
Join the Department of Interdisciplinary Learning and Teaching for the 14th Annual UTSA Storytelling Festival featuring Nancy Simpson, storyteller and keynote speaker. The event is free and open to the public.
Main Building, Ground Floor Lobby, Main Campus
Students are invited to a semi-formal, dinner banquet with an awards presentation and dancing. Keynote speaker will be San Antonio City Councilman William Cruz Shaw. Tickets must be purchased by Feb 19 at Roadrunner Express. UTSA students are $15 and guests are $20.
H-E-B Student Union Ballroom (HSU 1.104/1.106), Main Campus
Dr. Don Jenkins from UT Health SA will lead this event UTSA with up to 30 certified STB trainers, and train up to 300 UTSA students and personnel in stop the bleed methods.
H-E-B Student Union Ballroom (HSU 1.106), Main Campus
Get to know more about the Bexar County Criminal District Court candidates' stance on the issues before voting in the primary election on March 6.
Buena Vista Street Building, Aula Canaria (BVB 1.328), Downtown Campus
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