Roger Dooley

Roger Dooley is an internationally recognized author and keynote speaker who transforms how businesses think about persuasion and customer behavior. His newest book The Persuasion Engine (Wiley, May 2026) reveals how AI is democratizing behavioral science and neuromarketing techniques, making tools once exclusive to Fortune 500 companies accessible to organizations of any size.

Dooley is the author of Friction: The Untapped Force That Can Be Your Most Powerful Advantage (McGraw Hill; named a Top 3 Management Book by PwC’s strategy+business) and the bestselling Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley), now translated into eleven languages. He contributes to Forbes, writes the popular Neuromarketing blog, and hosts the Brainfluence podcast with over 400 episodes. He is a lecturer at the University of Texas McCombs Business School. He co-founded College Confidential, the web’s busiest destination for college-bound families, which was acquired by the UK’s Daily Mail Group where Dooley served as Vice President of Digital Marketing.

Dooley’s unique perspective comes from bridging behavioral science with real-world business application. His approach delivers immediately actionable strategies that teams can implement without extensive training. He has worked with companies from Fortune 500 firms to entrepreneurial startups, enhancing their marketing, customer experience, and employee engagement. He has been named a Top 50 Global Thought Leader on Customer Loyalty.

His signature framework, The Persuasion Slide™, simplifies complex behavioral principles into a practical model for identifying and eliminating friction points that prevent sales and reduce satisfaction. The framework has applications beyond marketing, including healthcare compliance and organizational change.

Dooley brings entrepreneurial experience as co-founder of a successful direct marketing catalog business and corporate expertise as director of corporate planning for a Fortune 1000 company. He holds an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.