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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

E-mail raghubir@stern.nyu.edu
Personal website
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Biography

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 an Associate Editor for 3 journals and is on the editorial boards of two other journals, 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

M.B.A.
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

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 2015, 224-241.

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 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

Professor Priya Raghubir evaluates Hallmark's unique video ad campaign

Professor Priya Raghubir explains why consumer packaged goods manufacturers change their products' packaging

Professor Priya Raghubir's research on spending behavior is cited

Prof. Priya Raghubir on marketing missteps in Bud Light's label controversy

Prof. Priya Raghubir discusses her research on cash vs. credit cards

Prof. Priya Raghubir on Baskin-Robbins's "Endless Variety" commercials

Prof. Priya Raghubir discusses retailers' holiday sales tactics

Prof. Priya Raghubir discusses Black Friday discounts

Prof. Priya Raghubir offers tips to avoid overspending

Prof. Priya Raghubir's research on consumer spending habits is featured

Profs Anindya Ghose and Priya Raghubir discuss online retailers' pricing strategies

Prof. Priya Raghubir on the impact of recorded customer service phone calls

Prof. Priya Raghubir's research on spending is highlighted

Prof. Priya Raghubir discusses corporate social responsibility

Prof. Priya Raghubir on the connection between this year’s cold winter weather & soft retail numbers

Profs. Hal Hershfield's and Priya Raghubir's research on personal finance is cited

Areas of Expertise

Ethics

  • Corporate Social Responsibility (CSR)

Marketing

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