Neal Roese

Neal Roese serves as the SC Johnson Chair in Global Marketing and Professor of Marketing at Northwestern University's Kellogg School of Management, with a courtesy appointment as Professor of Psychology in the Weinberg College of Arts & Sciences. A globally recognized expert in consumer choice psychology, he chairs the Marketing Department (2020-2023) and teaches Strategic Brand Management and Startup Branding courses.

His academic credentials include:

• PhD in Psychology, University of Western Ontario, Canada (1993)
• MA, University of Manitoba, Canada (1990)
• BSc, University of British Columbia, Canada (1987)

Roese's research centers on counterfactual reasoning, regret, and hindsight bias, examining how individuals evaluate decisions, predict outcomes, and reinterpret past events. His interdisciplinary work bridges cognitive psychology and marketing strategy, resulting in over 100 publications and two books including "If Only: How to Turn Regret Into Opportunity". He frequently contributes to Harvard Business Review and Fast Company on decision-making insights.

Recent publications demonstrate consistent focus on counterfactual processes across political behavior, brand management, and legal contexts, with increasing interdisciplinary applications in digital marketing education and moral psychology. His work maintains strong theoretical foundations while addressing contemporary consumer challenges.

Scientific recognition includes:

• Fellow, Society for Personality and Social Psychology

Roese actively shapes academic discourse through editorial leadership as Co-Editor of Routledge Open Science (2023) and extensive service on boards including Social Cognition and Journal of Experimental Social Psychology. His applied work includes Kellogg case studies on Harley-Davidson, Xiaomi, and Zopa, translating theoretical insights into strategic marketing frameworks for executives.