Saturday, October 03, 2015


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

toy shopping cart

Share this Story

(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. 2, 7:15 p.m.

First Friday Stargazing

Visit the Curtis Vaughan Observatory and see the wonders of the sky over San Antonio with experienced astronomers.
4th floor, Flawn Science Building, Main Campus

Oct. 3, 6:30 p.m.

Where Ink Does Not Show: A Celebration of the New State Poet Laureate

A fun and festive evening featuring Corridos from Texas and Northern Mexico sung by AZUL and a reading of new and classic works by Carmen Tafolla, the new State Poet Laureate.
Buena Vista Theater (1.326), Downtown Campus

Oct. 5, 1:30 p.m.

Campus Carry Listening Session

Listening session will seek input on the places, events and special circumstances that should be considered in determining whether concealed handguns may be prohibited.
John Peace Library, Faculty Center Assembly Room (JPL 4.04.22), Main Campus

Oct. 5, 9 a.m. - 3 p.m.

Civic Engagement Summit

This summit is an opportunity to showcase and share the variety of community engagement activities of UTSA students, faculty, and staff. The summit is currently accepting proposals for poster presentations. The Call for Posters deadline is Friday, Sept. 11.
University Center Denman Room (2.01.28), Main Campus

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. 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. 9, 8 a.m.

College of Sciences Research Conference

The day-long research conference will include a keynote address, faculty and student oral presentations, poster sessions, and an awards ceremony. Lunch will be provided for those who register. Abstract submission deadline is September 20, 2015. Event registration deadline is October 4, 2015.
H-E-B University Center, Main Campus

Other Calendars
» UTSA Events | » Academic | » Institute of Texan Cultures

Submit an Event

Meet a Roadrunner

UTSA student tackles the psychology of breast cancer

Kristen Rosen is developing technology to help breast cancer patients’ quality of life

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.

Read More »

UTSA's Mission

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.

UTSA's Vision

To be a premier public research university, providing access to educational excellence and preparing citizen leaders for the global environment.

UTSA's Core Values

We encourage an environment of dialogue and discovery, where integrity, excellence, inclusiveness, respect, collaboration and innovation are fostered.

Connect with UTSA News


Related Links

Back to Top

2015 © The University of Texas at San Antonio  |  Produced by University Communications and Marketing