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.

Putting It All Together: Why and How to Build an Iconic Brand

Abstract: Although most companies aspire to build brands that eventually get etched in the culture of the society and become cultural icons, very few succeed in this endeavor.1 Iconic brands have captured much attention from marketing practitioners and consumers alike, and one can easily find numerous recommendations from marketing consultants for building iconic brands. Unfortunately, because these recommendations often lack a strong theoretical basis, they are very difficult to implement without the help of the expert advice proposing them. A key reason for this state of affairs is the ambiguity in the definition of an iconic brand. The label “iconic” is frequently used when referring to powerful brands with dominant positions in their markets and very high levels of brand awareness.2,3 Iconic brands have also been referred to as timeless brands with long-standing traditions.4 These popular conceptualizations of an iconic brand are not very distinctive because they are just synonymous with brands with a recent or long history of high brand equity (see chapter 1).

“Fish out of water”: understanding decision‐making and coping strategies of English as second language consumers through a situational literacy perspective

Abstract: Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace.Design/methodology/approach – Using qualitative interviews of 31 informants and shopping observations of a small subset, the authors examined cognitive predilections, decision making, emotional trade‐offs, and coping strategies of ESL consumers.Findings – The findings relate to cognitive predilections, decision making and emotional trade‐offs, and coping strategies of ESL consumers.Originality/value – The authors analyze ESL consumers from a situational literacy perspective, viewing the situations faced by ESL consumers in terms of functional literacy skills. The findings provide a variety of new insights, and have important theoretical and practical implications for theory and practice.

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.