Carlos J. Torelli is Professor of Marketing in the Department of Business Administration at the University of Illinois at Urbana-Champaign. He applies his knowledge of cross-cultural psychology to identify the key cultural factors that drive consumers’ reactions in a globalized economy and to uncover the underlying socio-cognitive processes for these reactions. Torelli’s research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, self-regulation and persuasion.
He is the author of “Globalization, Culture and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization,” Palgrave Macmillan 2013. His work has been published in several books and in top journals in psychology and consumer behavior, including the Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Consumer Psychology (where one of his articles is ranked in the “top 20 most cited” articles in the last 5 years), Social Cognition, and Social and Personality Psychology Compass. His research has been featured in multiple mass media outlets, such as NPR, WCCO-TV, KMSP-TV, Star Tribune, Psychology Today, Yahoo Finance, and Yahoo Lifestyle. Professor Torelli received his PhD in Business Administration from the University of Illinois at Urbana-Champaign. Before moving to the University of Illinois, where he teaches Brand Management and International Management for undergraduate, graduate and executive education programs, he worked at the University of Minnesota, Twin Cities campus, and was Marketing Vice-President for Citibank in Venezuela and Turkey.