I am an Associate Professor of Marketing at the Carlson School of Management. I apply my 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. My research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, and persuasion. My 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. My 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. I received my PhD in Business Administration from the University of Illinois at Urbana-Champaign. Before moving to the University of Minnesota, Twin Cities campus, where I teach Brand Management and Marketing Management courses for undergraduate and executive education programs, I worked as Marketing Vice-President for Citibank in Venezuela and Turkey.