Italian Wine Podcast

Welcome to Episode 1186 in which Steve Raye interviews Kathryn La Tour, in this installment of Get US Market Ready With Italian Wine People, on the Italian Wine Podcast. About today’s guests: 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 Elicit