Neal Roese, Ph.D., is a professor of marketing at the Kellogg School of Management at Northwestern University. He studies bias in judgment and decision-making. His research examines basic cognitive operations underlying choice, focusing on how people think about decision options, make predictions about the future, and revise understandings of the past. In particular, this research focuses on the role of regret and counterfactual judgments in everyday choice. Roese’s research has been applied to legal, managerial, and marketing issues.