"Sticktion" Article Named Best of the Year for Cornell Hospitality Quarterly

Feb 04, 2015

Contact: Gina Parker, 607.255.9806, gap82@cornell.edu

"Sticktion" Article Named Best of the Year for Cornell Hospitality Quarterly

Ithaca, NY, February 4, 2015 - An article that details the importance of creating and managing memorable customer experiences was named the 2014 article of the year for the Cornell Hospitality Quarterly (CHQ). In the article, "Sticktion: Assessing Memory for the Customer Experience," authors Kathryn LaTour and Lewis (Lou) Carbone explain the importance of designing experiences that "stick" with the customer. The article, which appeared in the November 2014 issue, was voted best by the CHQ's editorial board. The article is available through Sage Publishing, and authors LaTour and Carbone also discussed their work in a Cornell video that can be viewed at no charge.

"The term 'Sticktion' comes from an engineering term used by 3M engineers who worked with magnetic tape, which had to slip over recording heads but still be abrasive enough to register sound on the tape as it would slide over tape heads," said Carbone, who is Founder and Chief Experience Officer at the Minneapolis-based experience management resource and consulting firm Experience Engineering, Inc. In that regard, he has written the book Clued In, How To Bring Customers Back Again And Again.

"In the case of restaurant experiences, we wanted to understand how to imprint deep emotional memories of wonderful meal experiences. But we have found that memories can fade, and sometimes people fill in with negative, invented details. Thus, service operators must be intentional about creating positive, memorable experiences embedded with 'clues' that make a significant and deep impression."

Carbone and LaTour applied their "Sticktion" principles to redesign the customer experience at Pizza Hut UK, with favorable results.

"Our analysis found four issues with customers' memory of a restaurant experience," said LaTour, who is an associate professor at the Cornell School of Hotel Administration and an expert in memory reconstruction. "We discovered that customers' memories fade quickly overall, but there are memories of numerous sub experiences. So, by focusing on the details of an experience, we could help customers build and recall vivid impressions and experiential memories. We tested specific aspects of the restaurant experience that would 'stick,' and many of those provided the basis for new restaurant concepts. Those new concepts were well received, and the company has since experienced significant revenue, traffic, and profit increases."
About the Cornell Hospitality Quarterly
The Cornell Hospitality Quarterly is a peer reviewed, scholarly journal that is published quarterly in association with the Cornell University School of Hotel Administration. The CQ publishes theoretically rich, research articles that provide timely hospitality management implications for those involved or interested in the hospitality industry. The quarterly is a leading source for the latest research findings with strategic value addressing a broad range of topics that are relevant to hospitality, travel, and tourism.

About the Cornell School of Hotel Administration
The School of Hotel Administration at Cornell University is shaping the global knowledge base for hospitality management through leadership in education, research, and industry advancement. Accredited by the Association to Advance Collegiate Schools of Business (AACSB), the school provides management instruction in the full range of hospitality disciplines, educating the next generation of leaders in the world's largest industry. Founded in 1922 as the nation's first collegiate course of study in hospitality management, the Cornell School of Hotel Administration is recognized as the world leader in its field. For more information, visit www.hotelschool.cornell.edu.