# Prof. Priya Raghubir's research on the denomination effect was featured

1 Faculty News June 1, 2013 ![](/sites/default/files/styles/246w/public/assets/images/con_042716.jpg?itok=sue6cRnN)>

Excerpt from [Real Simple](/sites/default/files/assets/images/con_042702.jpeg) -- “'We gave people the same amount of money in either high or low denominations, then told them they could keep the money or spend it,' says [Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir), a professor of marketing at New York University’s Stern School of Business, in New York City. Each time they ran the experiment, the results were the same: When given a large bill, consumers held on to it. When they got a small amount in small bills, they spent it—often on impulse items, like candy."

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