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Articles 1 - 7 of 7
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Framing The Game: Assessing The Impact Of Cultural Representations On Consumer Perceptions Of Legitimacy, Ashlee Humphreys, Kathryn A. Latour
Framing The Game: Assessing The Impact Of Cultural Representations On Consumer Perceptions Of Legitimacy, Ashlee Humphreys, Kathryn A. Latour
Kathryn A. LaTour
No abstract provided.
Blackjack In The Kitchen: Understanding Online Versus Casino Gambling, June Cotte, Kathryn A. Latour
Blackjack In The Kitchen: Understanding Online Versus Casino Gambling, June Cotte, Kathryn A. Latour
Kathryn A. LaTour
About $10 billion a year is spent by consumers worldwide on online gambling, and that number continues to grow. We present a qualitative, image-based study of 30 Las Vegas online and casino gamblers. By examining online gambling as a consumption experience, we examine what happens to consumption meaning as gambling moves away from a regulated physical space to an unregulated online space, one accessed from home. We explore the meaning of online gambling consumption to consumers and flesh out the social welfare implications of our findings.
Positive Mood And Susceptibility To False Advertising, Michael S. Latour, Kathryn A. Latour
Positive Mood And Susceptibility To False Advertising, Michael S. Latour, Kathryn A. Latour
Kathryn A. LaTour
This paper examines the impact of mood on consumers' implicit and explicit responses to false advertising. In our first experiment, we find that those consumers in a positive (versus a negative or neutral) mood state are more likely to notice the false information in the advertising, but paradoxically, are also likely to develop positive feelings toward the brand. In that experiment, we used both a hedonic brand (Disney) and a hedonic/emotional ad (autobiographical). In our second experiment, we extend the ad stimulus context beyond Disney to Wendy's to more readily facilitate autobiographical versus informational manipulations. We find that, indeed, the …
Is A Cigar Just A Cigar? A Glimpse At The New-Age Cigar Consumer, Michael S. Latour, Tony L. Henthorne, Kathryn A. Latour
Is A Cigar Just A Cigar? A Glimpse At The New-Age Cigar Consumer, Michael S. Latour, Tony L. Henthorne, Kathryn A. Latour
Kathryn A. LaTour
[Excerpt] Cigar smoking is once again in vogue. While no longer at "fad" levels (Freccia, Jacobsen, and Kilby 2003), imports of quality hand-made cigars rose at almost double-digit rates during 2002 (Savona 2003) following several years of basically flat sales. The continuing strong demand for high-quality cigars appears to fly in the face of an anti-smoking, health-conscious society. Cigar consumption has persistently occupied the attention of high-profile individuals ranging from members of the entertainment industry to the political arena to the corner bar. Cigar smoking is again in fashion. Why has this happened? What does this mean? What do cigars …
Using Childhood Memory To Gain Insight Into Brand Meaning, Kathryn A. Braun-Latour, Michael S. Latour, George M. Zinkhan
Using Childhood Memory To Gain Insight Into Brand Meaning, Kathryn A. Braun-Latour, Michael S. Latour, George M. Zinkhan
Kathryn A. LaTour
In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and …
A Qualitative Analysis Of Slot Clubs As Drivers Of Casino Loyalty, Flavia Hendler, Kathryn A. Latour
A Qualitative Analysis Of Slot Clubs As Drivers Of Casino Loyalty, Flavia Hendler, Kathryn A. Latour
Kathryn A. LaTour
The slot club is a very common type of loyalty program in the casino industry. In this research, the authors look at the deep meanings and emotions of a slot club for tourists and frequent local customers at a Las Vegas mega casino resort using an in-depth interview technique, the Zaltman Metaphor Elicitation Technique (ZMET). Results indicate that the opportunities for casino loyalty programs to establish emotional bonds with the customer lie in the capacity of reflecting human qualities in the slot club service delivery process, such as memory, creativity, and flexibility. The results also indicate that the slot club …
Cracking The Cultural Code Of Gambling, Kathryn A. Latour, Franck Sarrazit, Rom Hendler, Michael S. Latour
Cracking The Cultural Code Of Gambling, Kathryn A. Latour, Franck Sarrazit, Rom Hendler, Michael S. Latour
Kathryn A. LaTour
International expansion by Las Vegas casino operators has so far been uneven, notably in Macao. Information on different cultures’ understandings of gambling, which is scant, could be instrumental in supporting international expansion. Instead of using the common-macro level cultural comparison survey-based method, this research uses early childhood memory elicitation to focus on how individuals in three countries were initially exposed to gambling in their own families as children. This method is used to uncover the cultural code of gambling in the United States, the People’s Republic of China, and France. The analysis indicates that each culture has its own code …