Neal Roese, Ph.D., is the John L. and Helen Kellogg Professor of Marketing at the Kellogg School of Management at Northwestern University. He teaches MBA, PhD, and executive education audiences about branding and consumer decision making. 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. He is widely recognized as a leading expert on the emotion of regret and counterfactual thinking, and his 2005 book If Only focuses on the experience of regret in daily life. Professor Roese's work and insights have received wide media coverage; recent appearances include CBS News, NPR, New York Times, Chicago Tribune, and the Harvard Business Review.