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The University of Texas at San Antonio
One UTSA Circle
San Antonio, TX

Tel: (210) 458-5384
Fax: (210) 458-6335
e-mail: tina.lowrey@utsa.edu

Tuesdays - 3:30 p.m. - 5:30 p.m. (and by appointment)

Spring 2012
IInternational Marketing


Tina Lowrey

Tina M. Lowrey, Ph.D.
Professor of Marketing

About Dr. Lowrey

Research Interests

Psycholinguistic Theory and Marketing Communications; Gift Giving and Ritualistic Consumption; Children’s Acquisition and Encoding of Consumption Knowledge

Google Scholar Profile

Click here to see a profile of my publications and citations.

Current Projects

Investigating the role of psycholinguistic characteristics in the interpretation of brand names: One of the aspects of words that has been shown affect their meaning is phonetic symbolism. Phonetic symbolism refers to the ability of phonemes (the fundamental building blocks of language) to convey information on their own. This project investigates the implications of this notion for the interpretation of brand names and the processes that underlie these effects. In addition, these same types of relations are being investigated in other languages, such as French, Spanish, and Mandarin, and with bilinguals in these languages. [with L. J. Shrum (UTSA), David Luna (Baruch College, CUNY), Dawn Lerman (Fordham University), and Min Liu (UTSA)]

Investigating potential embodiment effects of phonetic symbolism: This project investigates whether brand names with backward-moving vowel sound names (e.g., Estee Lauder) are perceived more positively than brand names with forward-moving vowel sound names (e.g., Maybelline), and whether this can be attributed to embodiment effects.  Forward-moving names may produce avoidance tendencies (pushing away from oneself), whereas backward-moving names may produce acceptance tendencies (pulling closer to oneself). Preliminary results suggest that this may be the case, and if so, this could have important implications for the naming of new brands.
[with Ann Kronrod (Michigan State U) and Josh Ackerman (MIT)]

Investigating brand name similarity: In this research, we are investigating whether the degree to which brand name extensions are similar to (or different from) the parent brand impacts consumer reactions to the name extension.
[with Ann Kronrod (Michigan State U]

Investigating sources of happiness in children:  Previous research has determined that adults derive greater happiness from experiential purchases than material purchases, because experiences are more prone to positive interpretations and revisions, because adults tend to attach higher level meanings to experiences, and because experiences are less likely to be compared.  However, because experiences may be too abstract for children to appreciate, it may be that children experience more happiness from concrete, material items. We investigate these possibilities in experiments with children age 6 - 16. [with Lan Nguyen Chaplin (Villanova U)]

Investigating advertising complexity: Past research on the effects of complexity in an advertising context has yielded seemingly contradictory findings. Rather than being problematic, however, the results from previous research can be reconciled by placing each set of findings along a complexity continuum based on textual factors, the advertising medium, and individual difference variables. The purpose of this research is to understand the interactive effects of respondent characteristics, the medium, and the message itself in determining the ultimate impact of the message, allowing for a more thorough understanding of how complexity operates.

Investigating children’s consumption constellations: Individuals group together products, brands and services based on social stereotyping, thereby forming consumption constellations. Although this phenomenon is well documented among adult consumers, we know very little about if and when children develop consumption constellations.  In this project, we examine whether children also group products together in stereotypical fashion, and if so, at what age these consumption constellations begin to appear. In a study with children 8 to 12 years of age, we find that not only are children as young as 8 capable of forming consumption constellations, but the structure of their consumption constellations are also similar to those of adults. [with Lan Nguyen Chaplin (Villanova U)]

Investigating the nature of gift giving in extreme settings: Most gift-giving research in the field of consumer behavior has been conducted in fairly normal contexts such as romantic dyads and family holiday exchanges. In this project, our purpose is to investigate a context that is much more extreme, where gift-giving can embody life and death decisions. To that end, we explore instances of gift-giving in Nazi concentration camps. In spite of intense pressures toward selfishness, prisoners gave gifts to one another, demonstrating the basic personal need to express humanity through generosity. [with Jill G. Klein (Melbourne Business School)]

Current and Recently Published Papers and Books

• Shrum, L. J., Nancy Wong, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott, and Jill Sundie (2013), “Reconceptualizing Materialism: Functions, Processes, and Consequences,”Journal of Business Research, forthcoming. - Full Text (PDF)

• Shrum, L. J., Tina M. Lowrey, David Luna, Dawn Lerman, & Min Liu (2012), “Sound Symbolism Effects across Languages: Implications for Global Brand Names,”International Journal of Research in Marketing, forthcoming. - Full Text (PDF)

• McCarty, John A., and Tina M. Lowrey (2012), “Product Integration: Current Practices and New Directions,” in The Psychology of Entertainment Media:  Blurring the Lines Between Entertainment and Persuasion, 2nd edition, ed. L. J. Shrum, New York, NY: Taylor and Francis, 11-35.

• Baxter, Stacey, and Tina M. Lowrey (2011), “Phonetic Symbolism and Children’s Brand Name Preferences,” Journal of Consumer Marketing, 28 (7), 516-523. - Full Text (PDF)

• Chaplin, Lan Nguyen, and Tina M. Lowrey (2010), “The Development of Consumer-Based Consumption Constellations in Children,” Journal of Consumer Research, 36 (5), 757-777. - Full Text (PDF)

• Chaplin, Lan Nguyen, Wilson Bastos, and Tina M. Lowrey (2010), “Happy Adolescents See the Good in People,”Journal of Positive Psychology, 5 (5), 342-354. - Full Text (PDF)

• Sabbane, Lalla Ilhame, Tina M. Lowrey, and Jean-Charles Chebat (2009), "The Effectiveness of Cigarette Warning Label Fear Threats on Non-Smoking Adolescents," Journal of Consumer Affairs, 43 (2), 332-345.

• Shrum, L. J., Tina M. Lowrey, and Yuping Liu (2009), “Current Issues in Advertising Research,” in Handbook of Media Effects, eds. M. B. Oliver and R. Nabi, Thousand Oaks, CA:  Sage Publications, 299-312. - Full Text (PDF)

• Lowrey, Tina M. (2008), “The Case for a Complexity Continuum” in Go Figure:  New Directions in Advertising Rhetoric, eds. Edward F. McQuarrie and Barbara J. Phillips, Armonk, NY: ME Sharpe, 159-177. - Full Text (PDF) (Visit www.mesharpe.com for more information. All Rights Reserved. Not for reproduction.)

• Lowrey, Tina M., ed. (2008), Brick & Mortar Shopping in the 21st Century, New York, NY:  Lawrence Erlbaum Associates.

• Lowrey, Tina M. & L. J. Shrum (2007), “Phonetic Symbolism and Brand Name Preference,” Journal of Consumer Research, 34 (October), 406-414. - Full Text (PDF)

• Lowrey, Tina M., ed. (2007), Psycholinguistic Phenomena in Marketing Communications, Mahwah, NJ: Lawrence Erlbaum Associates.

• Shrum, L. J., and Tina M. Lowrey (2007), “Sounds Convey Meaning: The Implications of Phonetic Symbolism for Brand Name Construction,” in Psycholinguistic Phenomena in Marketing Communications, ed. Tina M. Lowrey, Mahwah, NJ: Lawrence Erlbaum Associates, 38-58. - Full Text (PDF)

• Otnes, Cele C., Julie A. Ruth, Tina M. Lowrey, and Suraj Commuri (2006), “Capturing Time,” in Handbook of Qualitative Research in Marketing, ed. Russell W. Belk, New York: Sage Publications, 387-399. - Full Text (PDF)

• Lowrey, Tina M. (2006), "The Relation Between Script Readability and Commercial Memorability," Journal of Advertising, 35 (3), 7-15. - Full Text (PDF)

• Lowrey, Tina M., L. J. Shrum, and John A. McCarty (2005), "The Future of Television Advertising" in Marketing Communication:  New Approaches, Technologies, and Styles, ed. Allan J. Kimmel, London: Oxford University Press, 113-132.- Full Text (PDF)

• Lowrey, Tina M., Cele C. Otnes, and Julie A. Ruth (2004), "Social Influences on Dyadic Giving Over Time: A Taxonomy From the Giver's Perspective," Journal of Consumer Research, 30 (4), 547-558. - Full Text (PDF)