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.

Globalization, branding and multicultural consumer behaviour

Abstract: With globalization on the rise, the world is shrinking and people can more easily move across physical and virtual borders, rapidly intensifying the interaction and integration among consumers and companies of dierent countries. These global interactions have facilitated the emergence of a consciousness of the world as a whole (Robertson, 1992) and have increased the cultural diversity of the marketplace, making it more complex and challenging for marketers. Increased cultural diversity due to globalization has brought dramatic changes to both the demand (i.e., consumers’ values and desires) and supply (i.e., brands that are oered) sides of markets.

Global consumer culture: consequences for consumer research

Abstract: The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.,The approach is conceptual with illustrative examples.,The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. The authors illustrate how this integration provides insights for better predicting consumer behavior in a globalized world.,One key aspect of globalization is the creation of multicultural spaces in contemporary societies. Taking a psychological approach, the authors discuss how consumers respond to the process of culture mixing at the heart of globalization. This has consequences for marketers’ global endeavors and provides a nuanced understanding of consumer behavior in a globalized world.,The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on global consumer cultures.

Culture and Mental Representations of Power: Implications for Consumers' Information-Processing Strategies, Judgments, and Influence Attempts

Abstract: This research examines the link between culture and consumer phenomena by focusing on the relationship between cultural orientation and mental representations of power. We distinguish among cultures that foster associations of power with statusenhancing concerns, those that encourage associations of power with concerns for the welfare of others, and those that do not emphasize the use of power as a theme for organizing social information. The research builds upon the relatively new distinction in the study of culture between horizontal (valuing equality) and vertical (emphasizing status and power) cultural orientations. We analyze implications of this distinction in view of research about the effects of power on goal activation and motivated impression formation. Integrating these approaches, we develop a framework for linking cultural orientation with distinct mental representations of power. This helps us to predict the power-related goals that individuals with different cultural orientations activate in a given context. In turn, these goals determine individuals’ information-processing strategies when evaluating product information, and their subsequent judgments and actions. We develop an empirical plan to collect data for the proposed framework and discuss the implications to the broader domains of consumer behavior.

Salient Cultural Identities and Consumers’ Valuation of Identity Congruent Brands: Consequences for Building and Leveraging Brand Equity

Abstract: Results from five studies demonstrate that a salient cultural identity can increase consumers’ valuation of well-established identity-congruent brands. Compared to a baseline condition, consumers with a salient cultural identity were more likely to promote, to pay a higher price for a branded product, to accept a high stretch extension, and to exhibit stronger self-brand connections in the context of identity-congruent brands. These effects seem to occur rather unconsciously, triggered by fluency when processing a salient identity-congruent brand. They dissipate when consumers’ attention is drawn to the source of fluency (i.e., the salient identity). Findings in this research highlight the theoretical importance of understanding the nature of a brand’s connections to a consumer’s identity for predicting consumer valuation of well-established brands and their leveraging actions.

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.