Neal Roese is a globally recognized expert in the psychology of consumer choice. He is the SC Johnson Chair in Global Marketing at the Kellogg School of Management, holds a Ph.D. in psychology from Western University, Canada, and was the marketing department chair at Kellogg from 2020-2023. He teaches Strategic Brand Management, Startup Branding, and executive education modules on brand strategy. His scholarly research examines basic cognitive processes underlying choice, with a focus on how people think about decision options, make predictions about the future, and revise understandings of the past. His research and insights have appeared in over 90 scholarly publications, 2 books, and a variety of popular media outlets including the Harvard Business Review, Fast Company, and Inc. He lives in Evanston with his wife, Elizabeth.

Judgment and Decision-Making; Counterfactual Reasoning; Regret; Hindsight Bias; Causal Inference

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

• Professor, University of Illinois at Urbana-Champaign, 9/1/2009
• Associate Professor, University of Illinois at Urbana-Champaign, 9/1/2005
• Associate Professor and Canada Research Chair in Social Psychology, Simon Fraser University, Canada, 9/1/2002
• Assistant Professor, Northwestern University, 9/1/2000
• Postdoctoral Fellow, University of California, Santa Barbara, 9/1/1994
• Professor, Department of Psychology, Northwestern University
• SC Johnson Chair in Global Marketing; Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University
• John L. and Helen Kellogg Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 8/31/2018
• Professor, Marketing, Kellogg School of Management, Northwestern University, 8/31/2013

• Fellow, Society for Personality and Social Psychology

• Co-Editor, Routledge Open Science, 2023
• Editorial Board, Social Cognition, 2016
• Editorial Board, Journal of Experimental Social Psychology, 2012-2016
• Editorial Board, Journal of Management, 2011
• Guest Editor, Psychology and Marketing, 2000-
• Editorial Board, Psychology and Marketing, 2005-2019
• Editorial Board, Psychological Inquiry, 2002
• Editorial Board, Personality and Social Psychology Bulletin, 2000-2016
• Associate Editor, Social Cognition, 2008-2010
• Editorial Board, Perspectives on Psychological Science, 2007-2010
• Editorial Board, Social Cognition, 2005-2008
• Editorial Board, Organizational Behavior and Human Decision Processes, 1998-2001
• Editorial Board, Journal of Personality and Social Psychology: Attitudes and Social Cognition, 1996-2012

Customer Insight Tools

Harness the power of customer insight to drive winning strategies and hard-wire the voice of the customer throughout your organization. This interactive program will equip you with the right blend of qualitative and quantitative tools to gain and sustain competitive advantage.

Marketing Management (MKTGX-430-0)
Marketing Management addresses the importance of companies being market-driven and customer-focused and presents current theories and practices of marketing management.

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

Strategic Brand Management (MKTG-473-I)
INSEAD STUDENTS ONLYThe course will focus on the basic building blocks of growing and managing a brand, as well as on advanced and specialized topics of brand management. We will examine how companies create brands that connect with customers by understanding customer values and lifestyles as well as how companies execute marketing strategies to build strong brands.

Strategic Brand Management (MKTG-473-0)
As many products and services are becoming commoditized, brands are becoming increasingly important as key non-price differentiators. As a result, brands now have the potential to play an even greater role in creating value for customers as well as for the company. In this course, you will learn how to create and manage successful brands. We will discuss the key factors that enable brands to create value, focusing on the strategic aspects of building strong brands. You will learn about brand management in three different formats. First, you will learn from the lectures and the assigned course materials, which provide the background necessary to address the problems we will discuss in class. The second venue for learning is class discussions. Here you will have the opportunity to present your point of view and defend it against those of your classmates. Our goal for the class discussion is to come up with a viable solution for the branding problem faced by the company. Finally, the third learning venue is the individual case preparation and the case-related discussions within each team prior to discussing the case in class. The ultimate goal of this course is to enhance your knowledge of branding and brand management. Specifically, this course aims to: (1) introduce the key elements of brand management, (2) provide a sound framework for brand-focused action planning, and (3) sharpen your leadership, analytical, and communication skills. The course involves a mixture of case discussions and lectures, with an emphasis on developing a strategic approach that will enable you to understand the environment in which a company operates and identify opportunities and threats, identify and solve brand-related marketing problems, and develop actionable brand management plans.

Startup Branding (ENTR-973-5)
There is a big difference between managing an existing brand and launching a new brand. In "Startup Branding," you will learn how to turn ideas into brands, with a specific focus on the importance of early branding decisions in new ventures and brand design execution with limited resources. The course is structured around a multi-week assignment in which student teams will design a new brand for a new venture. Course coverage includes brand strategy, brand design, the brand experience, launching the brand, and leading the brand. The course format is a blend of lecture, exercise, cross-team collaboration and ideation sessions, and guest speakers.