UTSA study analyzes effects of word sounds on children's brand preferences
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.
Events
Fiesta Arts Fair features contemporary art from more than 100 artists from across the U.S., Fiesta favorite foods, drinks, live music by local and regional performers, and a Young Artists Garden providing opportunities for budding artists to learn, explore and express their creativity.
UTSA Southwest CampusJoin the PEACE Center and Wellbeing Services for Denim Day, a day of learning about the importance of consent and why we wear denim on the last Wednesday of the month each April during Sexual Assault Awareness Month. Stop by our Denim Day display to take a photo in front of our Denim Wall, spin the "Is It Consent?" Wheel, and get a Concha or goodie.
Student Union Window Lounge, Main CampusLearn to use Zotero®, a citation manager that can help you store and organize citations you find during your research. Zotero can generate bibliographies in various styles, insert in-text citations and allow you to share sources with collaborators.
Virtual EventThis event is to achnowlege the graduating seniors and induct the new cohart of scholars to our program.
North Paseo Building (NPB 5.140,) Main CampusCelebrate the accomplishments of College of Education and Human Development, College for Health, Community and Policy, College of Sciences and University College.
AlamodomeCelebrate the accomplishments of Alvarez College of Business, College of Liberal and Fine Arts and Klesse College of Engineering and Integrated Design.
Alamodome
