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  • ‘Cultural distinctiveness’ can influence consumer preferences for certain products, study says

    Photo of U. of I. business professor and branding expert Carlos J. Torelli

    The concept of “cultural distinctiveness” prompts consumers to fulfill a need to connect with home by favoring brands or products associated with a related cultural group, says U. of I. business professor and branding expert Carlos J. Torelli.

    Photo by College of Business

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  • Editor’s notes: To contact Carlos Torelli, call (217) 300-4158; email ctorelli@illinois.edu.

    The paper “Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences” is available from the News Bureau. DOI: 10.1093/jcr/ucw072