Carlson School of Management

Carlos Torelli


Associate Professor
3-213 CarlSMgmt

Associate Professor Carlos Torelli 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 also 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 Minnesota, Twin Cities campus, where he teaches Brand Management and Marketing Management courses for undergraduate and executive education programs, he worked as Marketing Vice-President for Citibank in Venezuela and Turkey.

Examples of my current research includes the following: (1) Investigation of the cultural patterning in the determinants of status and of the injunctive norms that people apply to power-holders; (2) examining ways that marketers can use to counter the negative effects of promoting a CSR message for a luxury brand; (3) investigating consumers’ preferences for premium over generic brands as a function of their position in the social hierarchy, their power distance beliefs, and the product type; (4) analyzing gender-based patterns in conceptualizations of power; and (5) exploring the sacred aspect of consumption practices in different cultures.

Additional Links


PhD Business Administration, 2007
University of Illinois at Urbana-Champaign

Master in Business Administration, 1997
Marquette University

Master in Business Engineering, 1993
Simon Bolivar University

Bachelor of Civil Engineering, 1986

Andres Bello Catholic University


Intranet Links

Let's Get Social!

Give  Contact  Visit

A to Z Directory | Faculty Directory

321 19th Ave. S., Minneapolis, MN 55455 | 612-625-0027 | 877-625-6468