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Carlos Torelli

Associate Professor


  • PhD Business Administration 2007
    Marketing University of Illinois at Urbana-Champaign

  • Master in Business Administration 1997
    Marketing Marquette University

  • Master in Business Engineering 1993
    Finance Simon Bolivar University

  • Bachelor of Civil Engineering 1986
    Andres Bello Catholic University


  • Global branding
  • Cross-cultural consumer behavior
  • Self-regulation
  • Persuasion

Carlos J. Torelli is Associate Professor of Marketing at the Carlson School of Management, University of Minnesota. He 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 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, graduate and executive education programs, he worked as Marketing Vice-President for Citibank in Venezuela and Turkey.

Selected Works

Current Activities

Current Research

  • 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.