Priya Raghubir

Priya Raghubir is the Dean Abraham L. Gitlow Professor of Business and Professor of Marketing at the Leonard N. Stern School of Business, New York University. She joined NYU Stern in 2008 after serving on the faculty at the Haas School of Business, University of California at Berkeley, and the Hong Kong University of Science and Technology. Her academic work spans consumer psychology, behavioral economics, and marketing strategy, with deep expertise in price perception, money cognition, risk assessment, and visual information processing.

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

Her research explores how psychological factors shape consumer judgments and decisions. Key areas include the subjective valuation of money, the impact of payment forms on spending (notably the 'Denomination Effect'), visual biases in packaging and shelf placement, and how consumers perceive health risks. She has published over 50 articles in leading journals such as the Journal of Consumer Research, Journal of Marketing Research, and Marketing Science.

The most recent articles reflect a continued focus on monetary psychology, including virtual currencies and payment modes, as well as pricing strategies, consumer generosity, and behavioral biases in digital and health contexts. Her work bridges academic rigor with real-world applications in pricing, promotions, and consumer decision support.

Scientific Awards and Honors:

• Stern Leadership Award (2014)
• Dean Abraham L. Gitlow Professor of Business (2015–present)
• Great Professor Award, Executive MBA Program (2012)
• Top 10 Reviewer, Journal of Consumer Psychology (2008–2009)
• Cheit Award of Teaching Excellence Honorable Mention (2001–2002)
• National Talent Scholarship (1978–1985)

Priya Raghubir has advised and consulted for major corporations including Google, Mastercard, Adobe, Boston Scientific, and Citibank. She has delivered over 100 research presentations globally and currently serves as Co-Editor of the Journal of Consumer Psychology. She has also mentored doctoral students and participated in numerous academic consortiums, contributing significantly to the development of future scholars in marketing.