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Priya Raghubir

Priya Raghubir

Joined Stern 2008

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 806
New York, NY 10012

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Priya Raghubir joined New York University Stern School of Business as a Professor of Marketing in July 2008.

Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the Hong Kong University of Science and Technology. She has taught undergraduate, M.B.A, Ph.D. and executive education courses in China, France, India and the U.S.

Professor Raghubir's teaching interests are in the areas of marketing research, consumer behavior and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing. She has published more than 50 articles and book chapters in such journals as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology and Marketing Science. She is currently serving as Co-Editor for the Journal of Consumer Psychology, and has delivered more than 100 presentations of her research at major universities, symposia and conferences around the world.

Additionally, Professor Raghubir has done executive teaching and consulted with Acufocus, Adobe, BioRad, Boston Scientific, Daimler-Chrysler, Google, Mastercard, PayCycle, University of California at San Francisco and the Centre for Executive Development at the Haas School of Business. She has also worked in the financial industry with Jardine Fleming and Citibank in Hong Kong and India.

Professor Raghubir received her undergraduate degree in Economics from St. Stephen's College, Delhi University; her M.B.A from the Indian Institute of Management, Ahmedabad; and her Ph.D. in Marketing from New York University.

Research Interests

  • Consumer psychology, including survey methods, psychological aspects of prices and money
  • Risk perceptions
  • Visual information processing

Academic Background

Undergraduate Degree, Economics
St. Stephen's College, Delhi University

Indian Institute of Management, Ahmedabad

Ph.D., Marketing
New York University

Awards & Appointments

Stern Leadership Award 2014
Great Professor Award, Executive MBA Program 2012

Selected Publications

Engeler, Isabelle and Priya Raghubir (2017)
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

Raghubir, Priya and Joydeep Srivastava (2009)
The Denomination Effect
Journal of Consumer Research, December, 701-713.

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, 213-225.

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.

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.

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 and Aradhna Krishna (1999)
Vital Dimensions: Biases in Volume Estimates
Journal of Marketing Research, Vol. XXXVI (August), 313-326

Raghubir, Priya (1998)
Coupon Value: A Signal for Price?
Journal of Marketing Research, 35(3), August, 316-324.

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

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, 24 (1), June, 68-79.

Related News & Research

Professor Priya Raghubir discusses how merchants use price reference points as a sales strategy

Professor Priya Raghubir's joint research on the impact of payment methods on shopper spending is highlighted

Professor Priya Raghubir is interviewed about Groupon's Super Bowl ad and mission to re-establish its brand

Professor Priya Raghubir's joint research on spending money with cash vs. credit cards is highlighted

Professor Priya Raghubir's research on misprediction bias and dating behaviors is cited

Professor Priya Raghubir's joint research on spending and currency is featured

Professor Priya Raghubir's research on misprediction bias and dating behaviors is featured

Dating Debunked: Study Reveals that Men and Women Perceive Sexual Intentions Differently, with Men Often Overestimating Women’s Desires and Women Underreporting Theirs

Professor Priya Raghubir is interviewed for a story on Uber's tipping policy

Professor Priya Raghubir illustrates how both airlines and consumers benefit from mileage programs

Professor Priya Raghubir explains why some retailers may try to use the presidential inauguration as a sales opportunity

Professor Priya Raghubir's joint research on breaking big bills while paying with cash is featured

Professor Priya Raghubir is interviewed about her research on the connection between payment methods and spending

Professor Priya Raghubir comments on the rise of mobile apps like Venmo and the decline of the personal check

Stern is highlighted as a top ten school for marketing majors; Professor Priya Raghubir is quoted

Professor Priya Raghubir discusses branding challenges that banks face after the financial crisis

Professor Priya Raghubir evaluates the impact of Paramount's marketing of Zoolander 2 in partnership with the fashion industry

Professor Priya Raghubir illustrates why Valentine's Day is an important marketing tool for businesses

Professor Priya Raghubir shares her views on the ongoing class-action lawsuits against retailers for deceptive pricing tactics

Professor Priya Raghubir discusses Weight Watchers' new "Beyond the Scale" campaign

Areas of Expertise


  • Corporate Social Responsibility (CSR)


  • Consumer Psychology/Behavior
  • Market Research
  • Packaging
  • Pricing
  • Product Design & Strategy