Carlos J. Torelli

Bio: Carlos J. Torelli is an academic researcher from University of Illinois at Urbana–Champaign. The author has contributed to research in topics: Consumer behaviour & Brand equity. The author has an hindex of 23, co-authored 72 publications receiving 2361 citations. Previous affiliations of Carlos J. Torelli include University of Minnesota.

Cross-cultural issues in consumer behavior

Abstract: O ne of the most difficult choices that multinational corporations face is deciding whether to run the same marketing campaign globally or to customize it to the local taste in different countries. In many cases, companies develop their marketing strategy in one country and then do "disaster checking" as they launch the same strategy in other countries instead of trying to discover what would work best in each market (Clegg, 2005). This often leads to ineffective marketing campaigns and damaged reputations. As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more important. Thus, it is no surprise that in the last decade or so, culture has rapidly emerged as a central focus of research in consumer behavior.

Advancing Our Understanding of Culture Mixing

Abstract: Globalization has rendered culture mixing a pervading and overwhelming phenomenon. Culture mixing refers to the coexistence of representative symbols of different cultures in the same space at the ...

Cultural meanings of brands and consumption: A window into the cultural psychology of globalization

Abstract: With globalization, the number of individuals with knowledge about multiple cultures is on the rise. This article illustrates how studying consumer reactions to brands that are loaded with cultural meanings can contribute to developing a cultural psychology of globalization. Our review demonstrates that brands can be considered cultural ‘products’ – they are tangible, public representations of meanings and ideas shared in a culture. As such, incidental exposure to culturally symbolic brands can spontaneously evoke its attendant cultural meanings and trigger culturally appropriate behavioral decisions. Because globalization makes these brands readily available in diverse cultural contexts, consumer reactions to culturally symbolic brands often reflect people’s views about the cultural effects of globalization. Consumers would respond favorably to these brands when the associated cultural meanings reinforce the consumers’ cultural identity. In contrast, consumers would react negatively toward these brands when they are perceived to be a threat to the local culture. We identify the factors that promote one type of reaction over the other, and discuss how this line of research can further contribute to building a cultural psychology of globalization. Attracted by a youthful, growing population of 70 million, Mango, the Spanish clothing

Power, approach, and inhibition. Власть, напористость и подавленность

Abstract: Статья посвящена вопросам влияния власти на поведение человека. Авторы рассматривают данные различных источников, в которых увеличение власти связывается с напористостью, а ее уменьшение - с подавленностью. Конкретно, власть ассоциируется с: а) позитивным аффектом; б) вниманием к вознаграждению и к свойствам других, удовлетворяющим личные цели; в) автоматической переработкой информации и резкими суждениями; г) расторможенным социальным поведением. Уменьшение власти, напротив, ассоциируется с: а) негативным аффектом; б) вниманием к угрозам и наказаниям, к интересам других и к тем характеристикам я, которые отвечают целям других; в) контролируемой переработкой информации и совещательным типом рассуждений; г) подавленным социальным поведением. Обсуждаются также последствия этих паттернов поведения, связанных с властью, и потенциальные модераторы.

Human MotivationThe Mind in Action: A Study of Motives and Values. A. Campbell Garnett

Abstract: In his Preface the author' says that he started out to review all the more important theories upon the topics ordinarily discussed under human motivation but soon found himself more and more limited to the presentation of his own point of view. This very well characterizes the book. It is a very personal product. It is an outline with some defense of the author's own thinking about instincts and appetites and sentiments and how they function in human behavior. And as the author draws so heavily upon James and McDougall, especially the latter, the book may well be looked upon as a sort of sequel to their efforts. There is a thought-provoking distinction presented between instinct and appetite. An instinct is said to be aroused always by something in the external situation; and, correspondingly, an appetite is said to be aroused by sensations from within the body itself. This places, of course, a heavy emphasis upon the cognitive factor in all instinctive behaviors; and the author prefers to use the cognitive factor, especially the knowledge of that end-experience which will satisfy, as a means of differentiating one instinct from another. In this there is a recognized difference from McDougall who placed more emphasis for differentiation upon the emotional accompaniment. The list of instincts arrived at by this procedure is much like that of McDougall, although the author is forced by his criteria to present the possibility of food-seeking and sex and sleep operating both in the manner of an appetite and also as an instinct. The Shand-McDougall concept of sentiment is taken over and used in the explanation of moral motivation. There is the development within each personality of a sentiment for some moral principle. But this sentiment is not a very powerful motivating factor. It is reinforced by social pressures and by religion, which is treated as an effort of finite man to live in harmony with the infinite reality. Those whose psychological thinking is largely in terms of McDougall will doubtless find this volume a very satisfying expansion; but those who are at all inclined to support their psychological thinking by reference to experimental studies will not be so well pleased. The James-Lange theory, for example, is discussed without mention of the many experimental studies which it has provoked. Theoretical sources appear in general to be preferred to experimental investigations.