Kathryn LaTour

Kathryn LaTour is an American academic, researcher and author. She is an applied cognitive psychologist and currently serves as the Banfi Vintners Professor of Wine Education and Management at the School of Hotel Administration within Cornell University’s SC Johnson College of Business.

LaTour's research is focused on consumer learning and memory of hedonic experiences. Her early worked considered how easily consumer memories can be distorted, and her current work looks at ways in which to strengthen memories. LaTour uses both experimental and qualitative research methods for her research. Most of LaTour's experimental studies have involved either staging experiences or using field opportunities so she can study factors that influence the consumption experience. Her qualitative work has used ZMET (Zaltman Metaphor Elicitation Technique) as well as a variation using childhood memory elicitation. She has written over 70 scientific papers and book chapters.

Latour's research has been covered in media including USA Today and the New York Times. Some of her research focuses on memory distortion, nostalgia, differentiating online from land casino gambling, and developing new ways for learning complex products such as wine. Provided by Wikipedia