University of Nevada, Las Vegas










Kathryn A. LaTour, Ph.D., CHE
Associate Professor of Hospitality Marketing

William F. Harrah College of Hotel Administration                                                                        
Tourism and Convention Administration Department
University of Nevada, Las Vegas
4505 Maryland Parkway
Las Vegas, Nevada 89154-1234

(702) 895-1794 Office
(702) 895-3930 Department Office
(702) 895-4870 Fax









Courses Taught:

HOA 735 Research Methods

HOA 740 Marketing Systems

HOA 790 Psychology of Hospitality Marketing

TCA 380 Hospitality Marketing









Ph.D. in Marketing, 1997
University of Iowa, Henry B. Tippie College of Business


M.S. in Broadcast Management, 1991

Boston University, College of Communication


B.S. Broadcast Production, 1989

University of Colorado, Boulder, School of Journalism and Mass Communications







Selected Honors:

-Ferber Award, best article based on a dissertation, Journal of Consumer Research, 1999

- Best paper award, Journal of Consumer Research (given in 2002 for 1999 article)







Research Interests:


-Role of Memory in Decision Making


-Direct and Indirect Methods of Consumer Response


-Malleability of Memory and Experience


Selected Publications:

  "Bridging Aficionados' Perceptual and Conceptual Knowledge to Enhance How They Learn From Experience,"

  (with Michael S. LaTour), Journal of Consumer Research


  "Blackjack in the Kitchen: Understanding Online Versus Casino Gambling," (with June Cotte), Journal of Consumer Research.


  "Using Childhood Memories to Gain Insight into Brand Meaning" (with Michael S. LaTour and George Zinkhan),  Journal of Marketing  


  “Post-experience Advertising Effects on Consumer Memory,” Journal of Consumer Research

  “Memory Change: An Intimate Measure of Persuasion,” (with Gerald Zaltman), Journal of Advertising Research

  “Tourist Memory Distortion,” (with Melissa Grinley and Elizabeth Loftus), Journal of Travel Research

  “Transforming Consumer Experience: When Timing Matters,” (with Michael S. LaTour), Journal of Advertising


Click to see full CV


Related links:

Olson Zaltman Associates  (

Experience Engineering (

Association for Consumer Research (

American Psychological Association (

Society for Applied Research in Memory and Cognition (

International CHRIE (

Society for Consumer Psychology (



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