Carlos J. Torelli is Business Administration at the College of Business, University of Illinois. 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. His passion is studying how motivation and goals affect consumer behavior across different cultures. More specifically, he is interested in better understanding how cultural knowledge impact the activation of individuals goals and motives and how these mental representations affect consumers judgments and choices. In his research, he integrates self- and goal-focused approaches to the understanding of human behavior with relevant concepts from cross-cultural psychology in order to develop synergistic frameworks that can better explain consumer’s actions. 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.