About Kathryn A. LaTour
Kathy LaTour is an associate professor of services marketing. She is an expert in the area of marketing hedonic experiences, with a particular focus on wine and gambling. She received her PhD from the University of Iowa in 1997; from 1997-2001, she served as a visiting scholar in the Mind of the Market Lab at the Harvard Business School, where she worked with Gerald Zaltman and Stephen Kosslyn on applications of cognitive neuroscience to marketing; and from 2004 to 2011, she was on the faculty of the UNLV Hotel School, where she taught marketing, marketing research, and a strategic-focused consumer behavior class to undergraduate and graduate hospitality students.
LaTour’s research takes a consumer psychological perspective toward how marketers should approach branding, experience design, communications, and loyalty programs. She uses both experimental designs and in-depth interview techniques to better understand consumer behavior, fusing macro cultural and micro psychological dimensions to her research. Her major research focus has been on the complexity of human memory. Her research on memory reconstruction was first published in the top consumer psychology journal, Journal of Consumer Research, and won both best paper for research based on a dissertation as well as best article published in that year (1999), which is a major accomplishment in the discipline. She has published both wine and gambling research in that journal, and her academic research has also appeared in the Journal of Marketing, Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Psychology & Marketing, Journal of Travel Research, Cornell Hospitality Quarterly, and Annals of Tourism Research. Her work has also appeared in the regular news media, such as the New York Times, USA Today, United In-flight magazine, Las Vegas Review Journal, Las Vegas Sun, and Portland Oregonian.
Her current research focus is on the development of knowledge with the highly ambiguous perceptual experienced product of wine; how cross-sensory learning methods can be employed to enhance consumer learning; sensory aspects of branding and brand knowledge representation; and what strategies/knowledge experts (i.e. Masters) use to assess their own tasting experiences. As a means to better understand the nature of expertise, she began her own wine learning journey. In 2011, she received her certified sommelier diploma from the International Sommelier Guild, her sommelier certification from the Court of Master Sommeliers, and Certified Wine Specialist recognition from the Society of Wine Educators. She is currently a student in the Master of Wine program offered through the Institute of Masters of Wine and is studying for her MW, considered to be the highest level of business/wine knowledge in the industry. She has been developing a case-based wine marketing class and is working on several cases and research articles in this area.
LaTour has also worked with a number of consulting companies, such as Experience Engineering and Olson Zaltman Associates, with clients ranging from Procter & Gamble, Coca-Cola, Disney, World Bank, Las Vegas Sands, Yum! Foods. She firmly believes that academic research can inform practice and practice can inform academia.
Honors and Awards
- 2015 selected to be on the Board of the Women of the Vine, an organization designed to help women advance in the wine industry
- 2015 Best article of year appearing in Journal of Advertising during 2014 (awarded by the American Academy of Advertising)
- 2015 Best article of year appearing in Cornell Hospitality Quarterly during 2014 (awarded by the Editorial Board)
- 2014 Great Mind Award for best academic paper appearing in the Journal of Advertising Research during 2013 (awarded by the Advertising Research Foundation)
- 2010 Boyd Research Award in the William F. Harrah College of Hotel Administration
- 2003 selected as a Hearin Lecturer, School of Business Administration, University of Mississippi
- The 2002 JCR Policy Board Award for the best article in Journal of Consumer Research for 1999
- Robert Ferber Award. The award is jointly sponsored by the Association for Consumer Research and the Journal of Consumer Research. 1999
- Candidate, Marketing Doctoral Consortium, American Marketing Association Meeting, 1996
- M. Bhanu Murthy Award for Excellence in Teaching, 1996
|MS, Boston University ‐ College of Communication|
|BS, University of Colorado, Boulder ‐ School of Journalism|
|Ph.D. Marketing, University of Iowa ‐ College of Business|
248 Statler Hall