# Professor Priya Raghubir explains how positivity bias leads people to believe their homes are immune from market problems

1 Faculty News January 31, 2020 ![The New York Times Logo](/sites/default/files/styles/246w/public/assets/images/uat_027320.jpg?itok=W8xBr66g)>

Excerpt from [The New York Times](https://www.nytimes.com/2020/01/31/realestate/pricing-your-apartment-in-a-slow-market.html) -- "Brokers also caution against picking a deliberately steep price in order to slash it later, simply to win attention. 'Discounts can lead to perceptions of reduced quality,' said [Priya Raghubir](https://www.stern.nyu.edu/faculty/bio/priya-raghubir), a professor of consumer psychology at New York University Stern School of Business. 'Multiple discounts can also put a buyer in a position of strength, because they now know a seller needs to sell.'”

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