Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Sticktion: Assessing Memory For The Customer Experience, Kathryn A. Latour, Lewis P. Carbone
Sticktion: Assessing Memory For The Customer Experience, Kathryn A. Latour, Lewis P. Carbone
Kathryn A. LaTour
In the quest for better service design, hospitality and service firms have often been frustrated to find that service experiences that are based on what customers say they want are not always successful. A psychological analysis of this phenomenon suggests the following premises: (1) Customers’ memory of an experience fades quickly; (2) customers’ memory of an experience comprises many sub-experiences; (3) customers’ memories of experiences are multidimensional and unintuitive; and (4) consumers cannot accurately predict what they will learn or remember. The goal of an experience design is to create a series of sub-experiences that will “stick” with the customer. …
Bridging Aficionados’ Perceptual And Conceptual Knowledge To Enhance How They Learn From Experience, Kathryn A. Latour, Michael S. Latour
Bridging Aficionados’ Perceptual And Conceptual Knowledge To Enhance How They Learn From Experience, Kathryn A. Latour, Michael S. Latour
Kathryn A. LaTour
The aficionado consumer is one who consumes and enjoys a hedonic product regularly but has failed to obtain product expertise from his/her many experiences. We conceptualize the aficionado as having asymmetric perceptual and conceptual knowledge and posit that when these two types of knowledge are bridged with a sensory consumption vocabulary, the aficionados are better able to learn from their experiences. In experiment 1, we find that providing aficionados a cross-modal learning tool (wine aroma wheel) during their tasting helps them strengthen their experiential memory and withstand influence from misleading marketing communications. We also find that when aficionados are presented …