Background

• Ph.D., Marketing, New York University, 1994
• M. Phil., Marketing, New York University, 1993
• M.B.A., Marketing and Finance, Indian Institue of Management, Ahmedabad, India, 1985
• B.A., Economics, Honors, St. Stephen's College, Delhi University, 1983

Honors & Awards

• Stern Leadership Award, 2014
• Dean Abraham L. Gitlow Professor of Business, Sept. 2015-present
• Faculty Mentor, Stern School of Business, 2015, 2014
• Keynote Speaker at Round Table on a Cashless Society, Copenhagen, April 2012
• "Great Professor" award in the Executive MBA Program, New York University, 2012
• Research Professor Marketing, New York University, 2011-2015
• Mary C. Jacoby Fellow, New York University, 2008
• "Top 10 Reviewers," Journal of Consumer Psychology, 2008-2009
• Chaired Full Professorship, University of California at Berkeley, 2007
• Outstanding Reviewer, Journal of Consumer Research, 2006-2007
• Presidential Chair Fellow, University of California at Berkeley, 2003-2004
• Cheit Award of Teaching Excellence, Honorable Mention, 2001-2002
• Invited Faculty, AMA Doctoral Consortium: 2002, 2005, 2006
• Invited Faculty, ACR Doctoral Consortium: 2004, 2006
• Invited Faculty: Marketing Science Institute Young Scholar program, Jan 2001, 2006
• Hellman Family Fund Grant, University of California at Berkeley, 2000
• Schwabacher Fellow, University of California at Berkeley, 2000-2001
• Stern School Outstanding Teacher Award, New York University, 1994
• Beta Gamma Sigma, 1993
• George Burton Hotchkiss Fellowship, New York University, 1993
• Doctoral Fellowship in Marketing, New York University, 1991 - 1993
• Industry Scholarship at the Indian Institute of Management, Ahmedabad, 1985
• Delhi University Gold Medal for Economics, 1983
• Gold Medal for Ranking 1st in the All India Senior School Examination, 1980
• National Talent Scholarship, 1978-1985 (awarded to 150 students per year in India)

Research Interests

• Visual Perception, Memory and Health Risk
• Subjective Value of Prices and Money

Teaching Interests

• Customer Insights (Marketing Research)
• Marketing Management
• Consumer Behavior
• Research Methods
  

Publications

Memory and Context Effects

• Isabelle Engeler and Priya Raghubir (2018), "Decomposing the Cross-Sex Misprediction Bias of Dating Behaviors: Do Men Overestimate or Women Underreport their Sexual Intentions?" Journal of Personality and Social Psychology: Interpersonal Relations and Group Processes, 114(1), 95-109.
• Ofir, Chezy, Priya Raghubir, Gili Brosh, Kent B. Monroe, and Amir Heiman (2008), "Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience," Journal of Retailing, 84(4), December, 414-423.
• Menon, Geeta, and Priya Raghubir (2005), "When and Why is Ease-of-Retrieval Informative," Memory and Cognition, 33(July), 5, 821-832.
• Menon, Geeta, and Priya Raghubir (2003), "Ease-of-Retrieval as an Automatic Input in Judgments: A Mere Accessibility Framework?," Journal of Consumer Research, 30 (2), September, 230-243.
• Lin, Chien-Huang, Ying Ching Lin and Priya Raghubir (2003) "The Interaction between Order of Elicitation and Event Controllability on the Self-Positivity Bias," Advances in Consumer Research, Vol. 31, Barbara Kahn and Mary Frances Luce, Eds. Provo, UT: Association for Consumer Research.
• Raghubir, Priya and Gita Venkataramani Johar (1999), "Hong Kong 1997 in Context," Public Opinion Quarterly, vol. 63, Winter, 543-565.
• Menon, Geeta, Priya Raghubir, and Norbert Schwarz (1997), "How Much Will I Spend? Factors affecting Consumers' Estimates of Future Expense," Journal of Consumer Psychology, Vol. 6 (2), 141-164.
• Raghubir, Priya and Geeta Menon (1996), "Counterbiasing Methods for Asking Sensitive Questions: The Effects of Type of Referent and Frequency Wording," Psychology and Marketing, Vol. 15, Issue 7 (October), 633-652.
• Menon, Geeta, Priya Raghubir, and Norbert Schwarz (1995), "Behavioral Frequency Judgments: An Accessibility-Diagnosticity Framework," Journal of Consumer Research, Vol. 22, No: 2 (September), 212-228.

  Subjective Value of Money

• Scheidegger, Gianluca and Priya Raghubir (2022), "Virtual Currencies: Different Schemes and Research Opportunities, " Marketing Letters, Idea Corner, Vol 33, Issue 2, 351-360.
• "Valuing New currencies: A Framework for Future Research, " forthcoming, Book Chapter for "Behavioral Pricing," Edited Volume, Editor: Chezy Ofir.
• Raghubir, Priya (2021), "How Payment Mode Affects Consumer Behavior, " MSI Expert Curation.
• Shirley Bluvstein Netter and Priya Raghubir (2021), "Tip to Show Off: Impression Management Motivations Increase Consumers' Generosity" Journal of the Association of Consumer Research, January, 2021, special issue on Behavioral Pricing.
• Reutskaja, Elena, Jeremiah Iyamabo, Priya Raghubir and Inigo Gallo (2020), "Price-Denomination effect: Choosing to Pay with Denominations that are the Same as the Product Prices" Frontiers in Psychology: Research Topic "Understanding and Overcoming Biases in Judgment and Decision-Making with Real-Life Consequences" Vol. 11, 09 September 2020.
• Raghubir, Priya (2017), "The Psychology of Pricing: To Get People to Pay, Understand How They Think," IESE Insight, Third Quarter, Issue 34 Issue 2, pg 46-52, 2017.
• Raghubir, Priya, Mario Capizzani, and Joydeep Srivastava (2017), "What's in your Wallet? Psychophysical Biases in the Estimation of Money," Journal of the Association of Consumer Research, Special Issue on Resource Valuation, Volume 2, Issue 2, April 2017.
• Gaston-Breton, Charlotte, and Priya Raghubir (2014), "The Price Knowledge Paradox: Why Consumers Have Lower Confidence in, but Better Recall of Unfamiliar Prices," Customer Needs and Solutions, Issue 3. DOI: 10.1007/s40547-014-0021-0
• Gaston-Breton, Charlotte, and Priya Raghubir (2015), "Opposing Effects of Sociodemographic Variables on Price Knowledge," Marketing Letters, 24(1), March, 29-42.
• Raghubir, Priya, Vicki G. Morwitz, and Shelle Santana (2012), "Europoly Money: How do Tourists Convert Foreign Currencies to Make Spending Decisions?," Journal of Retailing, special issue on Pricing in a Global Marketplace, 88(1), March, 7-19.
• Raghubir, Priya and Sanjiv Das (2010), "The Long and Short of it: Why are Stocks with Shorter Runs preferred?," Journal of Consumer Research, 36(6), April.
• Raghubir, Priya (2007-2010), "Psychology Meets Economics: Can consumers count their money?" chapter in textbook, Consumer Behavior- How Humans Think, Feel, and Act in the Marketplace, Banwari Mittal with Morris Holbrook, Sharon Beatty, Priya Raghubir, and Arch Woodside, Cincinnati, OH: Open Mentis, 664-670.
• Raghubir, Priya and Joydeep Srivastava (2009), "The Denomination Effect," Journal of Consumer Research, December.
• Raghubir,Priya and Joydeep Srivastava (2008), "Monopoly Money: The Effect of Payment Coupling and Form on Spending Behavior," Journal of Experimental Psychology: Applied, 14(3), September, 215-225.
• Priya Raghubir (2006), "An Information Processing Review of the Subjective Value of Money and Prices," Journal of Business Research, 59(10-11), October, 1053-1062
• Raghubir, Priya, and Joydeep Srivastava (2002), "Effect of Face Value on Monetary Valuation in Foreign Currencies," Journal of Consumer Research, 29(3), December, 335-347.
• Srivastava, Joydeep, and Priya Raghubir (2002), "Debiasing Using Decomposition: The Case of Memory-Based Credit Card Expense Estimates," Journal of Consumer Psychology, 12(3), 253-264.
• Raghubir, Priya, and Sanjiv R. Das (1999), "The Psychology of Financial Decision Making: A Case for Theory-Driven Experimental Inquiry," Financial Analysts Journal (Special Issue on Behavioral Finance), November, 56-80.

  Price Promotions

• Kirk Wakefield, Priya Raghubir, and J. Jeffrey Inman (forthcoming), "Have We Got a Deal for You: Do You Want the Good News or Bad News First? " Journal of Service Research. (MSI Working paper.) "Promoting Promotions: Does Showcasing Free Gifts Backfire," Journal of Business Research, 64, (special issue based on the La Londe Conference), 55-58.
• Raghubir, Priya, (2009),"Factors Moderating Free Gift Offers: Does the Size of the Gift Matter?" La Londe Conference proceedings.
• Raghubir, Priya (2005), "Framing a Price Bundle: The Case of Buy/ Get Offers," Journal of Product and Brand Management: Special issue on Pricing, 14(3), June, 123-128.
• Raghubir, Priya, J. Jeffrey Inman, and Hans Grande (2004), "The Three Faces of Price Promotions: Economic, Informative and Affective," California Management Review, 46 (4), Summer, 1-19.
• Raghubir, Priya (2004), "Coupons in Context: Discounting Prices or Decreasing Sales?," Journal of Retailing, 80(1), January, 1-12.
• Raghubir, Priya (2004), "Free Gift with Purchase: Promoting or Discounting the Brand?," Journal of Consumer Psychology, 14(1&2), January, 181-185.
• Raghubir, Priya and Kim P. Corfman (1999), "When do Price Promotions Affect Brand Evaluations?" Journal of Marketing Research, Vol. XXXVI (May), 211-222.
• Raghubir, Priya (1998), "Coupon Value: A Signal for Price?" Journal of Marketing Research, Vol. 35(3), August, 316-324.
• Inman, J. Jeffrey, Anil C. Peter, and Priya Raghubir (1997), "Framing the Deal: The Role of Restrictions in Accentuating Deal Value," Journal of Consumer Research, Vol. 24, No: 1 (June), 68-79.
• Raghubir, Priya and Kim P. Corfman (1995), "When do Price Promotions Signal Quality? The Effect of Dealing on Perceived Service Quality," Advances in Consumer Research,, Vol. 22, Frank Kardes and Mita Sujan, Eds. Provo, UT: Association for Consumer Research, 58-61.
• Raghubir Das, Priya (1992), "Semantic Cues and Buyer Evaluation of Promotional Communication," Enhancing Knowledge Development in Marketing,, Vol. 3, Robert P. Leone and V. Kumar, Eds. Chicago, IL: American Marketing Assocation, 12-17.

  Visual Information Processing

• Johann Melzner and Priya Raghubir, "The Sound of Music: The Influence of Instrumental Timbre on Product Perceptions" conditionally accepted at the Journal of Marketing Research.
• Valenzuela, Ana and Priya Raghubir (2015), "Are consumers aware of top-bottom but not of left-right inferences? Implications for shelf space positions," Journal of Experimental Psychology: Applied , Vol 21(3), Sep 224-241.
• Valenzuela, Ana, Priya Raghubir and Chrissy Mitakakis (2015), "Shelf Space Schemas: Myth or Reality?" Journal of Business Research , (special issue based on the La Londe Conference), 66(7), July, 881-888.
• Raghubir, Priya, Vicki G. Morwitz and Amitav Chakravarti (2011), "Spatial Categorization and Time Perception: Does it Take Less Time to Get Home?," Journal of Consumer Psychology, April.
• Raghubir, Priya (2009), "Visual Perception: An Overview," in Krishna, Aradhna (Ed.), Sensory Marketing , Psychology Press, 201-218.
• Valenzuela, Ana and Priya Raghubir (2009), "Position Based Schemas: The Center-Stage Effect," Journal of Consumer Psychology, April.
• Raghubir, Priya (2008), "Are Visual Perception Biases Hard-Wired?," in Visual Marketing , editors Michel Wedel and Rik Pieters, Lawrence Erlbaum Associates, 143-166.
• Greenleaf, Eric and Priya Raghubir (2008), "Geometry in the Marketplace," in Visual Marketing , editors Michel Wedel and Rik Pieters, Lawrence Erlbaum Associates, 115-142.
• Raghubir, Priya, and Eric Greenleaf (2006), "Ratios in Proportion: What should be the shape of the Package?,"Journal of Marketing, 70(2), April, 95-107.
• Raghubir, Priya, and Ana Valenzuela (2006),"Center of Inattention: Position Biases in Decision Making,"Organizational Behavior and Human Decision Processes, 99(1), January, 66-80.
• Yang, Sha and Priya Raghubir (2005), "Can Bottles Speak Volumes? The Effect of Package Shape on How Much to Buy," Journal of Retailing, 81(4), 269-282.
• Raghubir, Priya (2001), "Biases in Spatial Judgments," Conference Procedings by Young Scholars Program participants, Jan 11-14, Park City, Utah Marketing Science Institute, 01-123.
• Robert E. Krider, Priya Raghubir, and Aradhna Krishna (2001), "Pizzas: p or Square? Psychophysical Biases in Area Comparisons," Marketing Science, 20(4), Fall, 405-425.
• Raghubir, Priya and Aradhna Krishna (1999), "Vital Dimensions: Biases in Volume Estimates," Journal of Marketing Research, Vol. XXXVI (August), 315-326.
• Krishna, Aradhna, and Priya Raghubir (1997), "The Effect of Line Configuration on Perceived Numerosity of Dotted Lines," Memory and Cognition, Vol. 25 (July), 492-507.
• Raghubir, Priya, and Aradhna Krishna (1996), "As the Crow Flies: Bias in Consumers' Map-Based Distance Judgments," Journal of Consumer Research, Vol. 23, No: 1 (June), 26-39.

  Health Risk Perceptions

• Raghubir, Pirya, Geeta Menon and Ling, I-Ling (2021), "Web Wizard or Internet Addict? The Effects of Contextual Cues in Assessing Addiction", Journal of the Association of Consumer Research; special issue on Addiction and Maladaptive Behaviors, Volume 6, Number 3, July 2021.
• Raghubir, Priya and Robert Latimer (2015), "Risk Assessment: The Consumer as an Intuitive Statistician," in Pharmaceutical Marketing: Springer's ISQM series, Eds., Min Ding, Jehoshua Eliasberg, and Stefan Stremersch. 2535-2559.
• Raghubir, Priya and Ana Valenzuela (2009) "Male Female Dynamics in Groups: A Field Study of "The Weakest Link," Small Group Research, February.
• Raghubir, Priya, (2008), "Is 1/10 > 10/100? The Effect of Denominator Salience on Perceptions of Base Rates of Health Risk," International Journal of Research in Marketing, (Special Issue on Marketing and Health), 25(4), December, 327-334. 2535-2559.
• Menon, Geeta, Priya Raghubir and Nidhi Agrawal (2006), "Health Risk Perceptions and Consumer Behavior?," The Handbook of Consumer Psychology, 981-1010.
• Raghubir, Priya, and Geeta Menon (2005), "Depressed or Just Blue? The Persuasive Effects of a Self-Diagnosis Inventory," Journal of Applied Social Psychology, 35(12), 2535-2559.
• Lin, Ying Ching, Lin, Chien-Huang, and Priya Raghubir (2003), "Avoiding Anxiety, Being in Denial or Simply Stroking Self-Esteem: Why Self-Positivity?," Journal of Consumer Psychology, 15(4), October, 464-477.
• Raghubir, Priya and Geeta Menon (2001), "Framing Effects in Risk Perceptions of AIDS," Marketing Letters, 12 (May), 145-156.
• Raghubir, Priya, and Geeta Menon (1998), "AIDS and Me, Never the Twain Shall Meet: Factors Affecting Judgments of Risk," Journal of Consumer Research, 25(1), June, 52-63.

  Gender Differences and Other Miscellaneous

• Assael, Henry, Samuel C. Craig, Tulin Erdem, Geeta Menon, and Priya Raghubir (forthcoming), "History of the Marketing Department and Its Doctoral Program - 1900 to 2021, "Customer Needs and Solutions, Issue 3.
• Priya Raghubir, John Roberts, Katherine N. Lemon, Russell S. Winer (2010), "Metrics for Stakeholder Management: A Framework for Measuring the Effect of Marketing on the Community," Journal of Public Policy & Marketing (special issue on Stakeholder Marketing), 29 (1), 66-67, reprinted in the "Sustainability Matters: How and Why Corporate Boards Should Become Involved," the Conference Board (2011), edited by Matteo Tonello, Research Report R-1481-11-RR.
• Valenzuela, Ana and Priya Raghubir (2010), "Male-Female Dynamics in Groups: A Field Study of The Weakest Link," Small Group Research, 41(1), February, 41-70.
• Raghubir, Priya, Tyzoon T. Tyebjee, and Ying Ching Lin (2009), "The Sense and Nonsense of Consumer Product Testing: How to Identify Whether Consumers are Blindly Loyal?" Foundations and Trends in Marketing, (Monograph), 3(3), 127-176.
• Pucinelli, Nancy M., Ronald C. Goodstein, Dhruv Grewal, Robert Price, Priya Raghubir, and David Stewart (2009), "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, (Special Issue on Customer Experience Management in Retailing), 85(1), 15-30, based on the Thought Leaders Conference, Babson College, April 2008. (July 2017, Google Scholar: 548: most cited article).
• Valenzuela, Ana and Priya Raghubir (2007), "The Role of Strategy in Mixed-Gender Group Interactions: A Study of the Television Show The Weakest Link," Sex Roles: A Journal of Research, 57 (3&4), August, 293-303.
• Ling, I-Ling, and Priya Raghubir (2007), "A Heuristic-Systematic Processing Analysis of Comprehension and Persuasion: The Effects of Source Credibility and Visualization," Developments in Marketing Science,, Volume 30, Dheeraj Sharma and Shaheen Borna, Eds. Coral Gables, FL, The Academy of Marketing Science, 220.
• Lin, Ying Ching, and Priya Raghubir (2005), "Gender differences in unrealistic optimism about marriage and divorce: Are men more optimistic and women more realistic?," Personality and Social Psychology Bulletin, 31(2), February, 1-10.
• Fitzsimons, Gavan, J. Wesley Hutchinson, Patti Williams, Joseph W. Alba, Tanya Chartrand, Joel Huber, Frank Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv, and Nader Tavassoli (2002), "Non-Conscious Influences on Consumer Choice," Marketing Letters, (Special issue based on the Choice Symposium), 15 (3), August, 269-269. (July 2017, Google Scholar: 234, 6th most cited article)
• La Barbera, Priscilla and Priya Raghubir (1991), "Internal Marketing and Corporate Venturing?," Research at the Marketing/Entrepreneurship Interface , Gerald E. Hills and Raymond W. LaForge, Eds., Chicago, IL: Office for Entrepreneurial Studies, 108-151.