Fortunato is a man full of pride an basically stays the same throughout the story. At the beginning of the story, Montresor is able to lure Fortunato into his wine vault, which are old catacombs, by appealing to Fortuanto's pride at being a wine expert. Fortuanto remains proud as he is unknowningly being led to his death by Montresor's comments that he can always ask Luchesi. Fortuanto, proud of his own wine tasting skills, keeps repeating, " Luchesi cannot tell Amonitillado fro Sherry".Fortunato never gets the fact that the reason Montresor wants revenge is that the prideful Fortunato insulted Montresor's family. He says, "Oh, I forgot, the Montresors were once a great and noble family, reinforcing the insult. He then pridefully gives the sign of a secret, exclusive organization called the Masons. When Fortunato doesn't understand, he says, rather sarcastically,..Oh..You are not of the masons. He doesn't understand Montresor's joke when Montresor takes out a trowel, a tool used by common masons, and implies he is a mason.Fortunato even goes into a small space in search of the Amontillado, which allows Montresor to chain him to the wall and then bury him alive. All the while,Fortunato keeps yelling "The Amontillado". He still has no idea that Montresor is angry at him for insulting his family and getting revenge.
in reply to ms mcgregor: actually Fortuanto doesn't say that the Montresors were a great and numerous family, Montresor says that himself.