Message from Wayne G. Mueller, Academic Director

Wayne Mueller"There are two kinds of (research) writers: those that make you think, and those that make you wonder."
- Brian Aldiss, a noted English writer

The Institute for Research in Marketing would like to recognize two of our leading marketing faculty and scholars, Associate Professors Vladas Griskevicius and Carlos Torelli, who have accomplished both goals: making us think and making us wonder, with their recent books.

The Rational AnimalGriskevicius' THE RATIONAL ANIMAL: How Evolution Made Us Smarter Than We Think looks at how modern choices regarding everything from money to marriage to cars areinfluencedby deep-seatedancestral needs, albeit rarely in obvious or conscious ways. Watch a short video on the book now.

Some reviews by noted and influential authors and researchers:

"Do you want to understand all kinds of human judgment errors that seemed inexplicable before? And do you want to be able to profit handsomely from that new and deep form of understanding? Then don't miss the profound insights of this groundbreaking book."
--Robert B. Cialdini, author of Influence: The Psychology of Persuasion

"The Rational Animal is so persuasive that it could convince an ardent Wall Street economist to throw away his copy of Adam Smith's The Wealth of Nations and replace it with Charles Darwin's The Origin of Species."
--Noah J. Goldstein, UCLA Anderson School of Management, and coauthor of Yes! 50 Scientifically Proven Ways to be Persuasive

Griskevicius has also published more than 40 articles in top business and psychology journals examiningsustainability,green marketing, motivation, emotion, social influence, social norms, andconspicuous consumption. He has received numerous awards for his teaching and research here at The Carlson School Department of Marketing.

Globalization, Culture, and BrandingTorelli's Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization explores globalization and the complex marketplace it presents for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse.

The book illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into social psychology, cultural psychology, and marketing, Globalization, Culture, and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

Torelli is also a former marketing vice president for Citibank in Venezuela and Turkey. His research 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 five 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.


Our board is our strength and provides a conduit between its corporate research needs and our faculty. It is a prestigious group of research and marketing executives from Fortune 500 corporations across many of the major industries. Some of these corporations include Augeo Affinity Marketing, Best Buy, Cargill, Ecolab, G&K Services, General Mills, Polaris Industries, The Schwan Food Company, Target, United Healthcare, Wells Fargo, and 3M Corporation.

Our Vision and Mission for the Institute Board continues to be the following:

The Institute for Research in Marketing leverages the expertise of the Carlson School's world-class marketing faculty and an advisory board of practitioners from leading corporations to foster rigorous and relevant research that improves the science and practice of marketing.

Through its many initiatives, the Institute provides a forum for dialogue among marketing scholars, industry practitioners, policymakers, and students.

Fostering joint research projects that deliver value to our practitioner Institute partners and our faculty should be our long-term goal.

Our marketing professors continue to be extremely productive in their research, which is reported on worldwide with the help of the Institute. This coverage enhances the brand image of each faculty member and at the same time, the name of the Carlson School of Management and the Marketing Department.

This faculty research is regularly updated on our Institute website and is accessible on the publications page. Another great website feature is the expertise page, which is categorized by topical areas, making it easier to search for faculty expertise.

In the past six months, our faculty research has received outstanding media exposure in the following:

ABC News
Bloomberg Businessweek
CBS Minnesota
Chicago Tribune
Daily Mail
Forbes (globally)
Harvard Business Review
Health magazine
Huffington Post (globally)
Indianapolis Star
Men's Health
Miami Herald
Minn Post
Minnesota Public Radio
National Public Radio
NBC News
NY Daily News
Psychological Science
Psychology Today
Scientific American
Star Tribune
The Atlantic
The New York Times
U.S. News & World Report
US News
USA Today
Wall Street Journal (globally)
Yahoo! (globally)

Additional and international media exposure include:

Business Insider
Business Standard
Card Hub
Cognitive Neuroscience Society
ECRI Institute
Entrepreneur (India)
La Lettura
Metro India
Psych Central
Science Codex
Science Newsline
The Korea Times
The Globe and Mail
The Star (Toronto)
The Sydney Morning Herald
The Telegraph (UK)
The Times of India

Our faculty has also been recognized in the past six months with the following awards:

  • Assistant Professor Yi Zhu received the 3M Non-Tenured Faculty Grant which recognizes outstanding new faculty for the quality and pertinence of research and is intended to help them achieve tenure, remain in teaching positions and conduct research. He also received the Carlson School Dean's Small Grant.
  • Professor Kathleen Vohs was awarded the Annaliese Maier Research Award, given by the Humboldt Foundation in Germany. It is a collaboration award to promote the internationalization of the humanities and social sciences in Germany.
  • Professor Joan Meyers-Levy was awarded the Journal of Consumer Research Outstanding Reviewer Award for producing constructive, benevolent, and punctual reviews.
  • Associate Professor Vladas Griskevicius was awarded Carlson School's Annual Faculty Research Award and Service Award.
  • Assistant Professor Joseph Redden received Carlson School's Annual Faculty Research Award, Teaching Award, and Service Award.
  • Professor Deborah R. John received Carlson School's Annual Faculty Teaching Award.
  • Associate Dean Mark Bergen received Carlson School's Annual Faculty Teaching Award.
  • Professor Akshay Rao Received Carlson School's Annual Faculty Teaching Award and Service Award.

In closing, 2013 has been a highly productive year for our faculty and our board.

Thank you to all of our Institute Board members for their dedication, continued support, and engagement with our faculty. Thank you also to Marketing Department Chair Barbara Loken and Associate Dean George John for their on-going support of the Institute. Continued best wishes in your marketing and research success in 2014!!

Best Wishes,

Wayne Mueller signature

Wayne G. Mueller
Director, Institute for Research in Marketing