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 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. Learn more: linkedin.com/in/latour-kathryn-a5138677 More about the host Steve Raye: Steve Raye of Bevology Inc originally joined our weekly lineup with narrations from his book “How to get US Market Ready” - but everyone just loved him so much, we brought him back with this series of interviews that informs and inspires! Each week he speaks to industry professionals; guests who have gained valuable experience in the Italian wine sector and have insightful tips and stories that can help anyone who wants to learn about getting US Market Ready! To learn more visit: Website: www.bevologyinc.com/ Let's keep in touch! Follow us on our social media channels: Instagram @italianwinepodcast Facebook @ItalianWinePodcast Twitter @itawinepodcast Tiktok @MammaJumboShrimp LinkedIn @ItalianWinePodcast If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin!