Neal Roese is a globally recognized theorist and expert in the psychology of judgment and decision-making. His research examines basic cognitive processes underlying choice, focusing on how people think about decision options, make predictions about the future, and revise understandings of the past. He is the SC Johnson Chair in Global Marketing and Professor of Marketing at the Kellogg School of Management at Northwestern University and is jointly appointed as Professor of Psychology at Northwestern University. He teaches MBA, PhD, and executive education audiences about the psychology of decision making, consumer behavior, and brand strategy.
Trained as a social psychologist, Professor Roese has published over 80 scholarly articles on research exploring biases in memory and judgment, emotion, consumer behavior, and legal decision making. His research has appeared in the leading scholarly journals of social psychology and marketing, including the Journal of Personality and Social Psychology, Journal of Experimental Social Psychology, Psychological Bulletin, Perspectives on Psychological Science, Journal of Consumer Research, and Journal of Consumer Psychology.
He is widely recognized as a leading expert on hindsight bias, counterfactual thinking, and the emotion of regret, and his 2005 book If Only summarized research and insights from the scholarly study of emotion and decision bias. Earlier, his 1995 book, What Might Have Been: The Social Psychology of Counterfactual Thinking, co-edited with James Olson, set the agenda for years of research on counterfactual thinking. Over two decades, his research has been supported by federal grants from the National Science Foundation, National Institute of Mental Health, and the Social Sciences and Humanities Research Council (Canada).
A former Associate Editor of the journal, Social Cognition, Professor Roese regularly performs panel and external assessments for the National Science Foundation, Social Sciences and Humanities Research Council (Canada), and the Israel Science Foundation. Professor Roese currently serves on the editorial boards of the Journal of Management, Psychology and Marketing, Psychological Inquiry, and Social Cognition. Professor Roese is a Fellow of the Association for Psychological Science, and was an Associate of the Center for Advanced Study at the University of Illinois at Urbana-Champaign. In addition to his scholarly research, Professor Roese has served as a consultant and expert witness on legal cases involving intellectual property rights and hindsight bias. His insights have received wide media coverage; recent appearances include CBS News, NPR, New York Times, Guardian, Chicago Tribune, and the Harvard Business Review.
Professor Roese received his Ph.D. in social psychology from the University of Western Ontario (Canada).
**This course was formerly known as MKTG-925-0**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.