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dc.contributor.authorLaTour, Kathryn A.
dc.contributor.authorDeighton, John
dc.date.accessioned2020-09-11T13:49:28Z
dc.date.available2020-09-11T13:49:28Z
dc.date.issued2018-06-01
dc.identifier.other12257032
dc.identifier.urihttps://hdl.handle.net/1813/71375
dc.description.abstractEvidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming expert center on cultivating an analytic mindset. In the present research the authors explore the benefit to enthusiasts of moving beyond analytics to cultivate a holistic style of processing. In the taste context the authors define holistic processing as non-verbal, imagery-based, and involving narrative processing. The authors conduct qualitative interviews with taste experts (Master Sommeliers) to operationalize the holistic approach to hedonic learning, and then test it against traditional analytic methods in a series of experiments across a range of hedonic products. The results suggest that hedonic learning follows a sequence of stages whose order matters, and that the holistic stage is facilitated by attending to experience as a narrative event and by employing visual imagery. The results of this multi-method investigation have implications for both managers and academics interested in how consumers learn to become expert in hedonic product categories.
dc.language.isoen_US
dc.relationAn alternate copy of this item is available elsewhere in eCommons.
dc.relation.hasversionThis paper has been accepted for publication in the Journal of Consumer Research.
dc.relation.urihttps://hdl.handle.net/1813/71656
dc.rightsRequired Publisher Statement: Copyright held by the authors. Reprinted with permission. All rights reserved.
dc.subjectlearning
dc.subjectexpertise
dc.subjectholistic
dc.subjectanalytic
dc.subjectsensory
dc.subjecthedonic
dc.subjectwine
dc.subjecttaste
dc.titleLearning to Become a Taste Expert
dc.typepreprint
dc.description.legacydownloadsLaTour42_Learning.pdf: 180 downloads, before Aug. 1, 2020.
local.authorAffiliationLaTour, Kathryn A.: kal276@cornell.edu Cornell University
local.authorAffiliationDeighton, John: Harvard Business School


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