Priya Raghubir

Priya Raghubir
Name	Priya Raghubir
Occupation	Marketing scholar, Professor
Alma mater	University of Chicago
Known for	Consumer behavior, marketing research

Priya Raghubir is a scholar in marketing and consumer behavior whose work spans decision making, perception, and choice architecture applied to retail and services. She has held faculty positions at leading business schools and contributed empirical research that bridges cognitive psychology, behavioral economics, and marketing practice. Her scholarship has informed teaching, consulting, and public policy debates involving pricing, attention, and measurement.

Early life and education

Raghubir completed undergraduate studies before pursuing graduate training at the University of Chicago, where she earned advanced degrees in fields intersecting psychology, marketing, and economics. During her doctoral studies she engaged with scholars connected to the Chicago School of Economics and researchers influenced by the work of Daniel Kahneman, Amos Tversky, Richard Thaler, and Herbert Simon. Early exposure to interdisciplinary centers and institutes such as the Booth School of Business and collaborations with faculty linked to the National Bureau of Economic Research shaped her experimental methodology and interest in applying lab findings to commercial contexts.

Academic career and positions

Raghubir has held professorships and visiting appointments at major institutions including the Columbia Business School, New York University, and other business schools with ties to global research networks. She served as a faculty member at schools that collaborate with entities such as the American Marketing Association, the Association for Consumer Research, and the Society for Consumer Psychology. Her administrative roles have included participation on editorial boards for journals affiliated with the American Psychological Association and publishers connected to the American Economic Association. She has also been a visiting scholar at research centers associated with the London School of Economics and universities that maintain partnerships with the Massachusetts Institute of Technology and the Harvard Business School.

Research contributions and notable work

Raghubir’s research addresses perceptual and cognitive bases of consumer choice, integrating theories from prospect theory, mental accounting, and attentional models derived from experimental psychology. She has published empirical studies on numerical cognition in consumption contexts that relate to work by George A. Miller on information processing and by Herbert A. Simon on decision making under bounded rationality. Her investigations into price framing and consumer arithmetic draw on traditions from Richard Thaler and Daniel Kahneman, and she has explored implications for retail formats such as those analyzed by scholars at the Kellogg School of Management and the Wharton School.

Her work on the role of attention in marketing communications connects to research streams involving Anne Treisman’s feature integration theory and eye-tracking studies used by researchers at the Max Planck Institute for Human Cognitive and Brain Sciences and the University College London. Studies led by Raghubir examined perceptual illusions in package size estimation and quantity judgments, intersecting with research published in outlets associated with the Association for Consumer Research and the Journal of Consumer Research. She contributed to methodological advances in experimental design and measurement that align with standards promoted by editors at the Journal of Marketing Research and the Marketing Science journal.

Her applied contributions include consulting projects and industry collaborations with retailers and firms similar to Walmart, Procter & Gamble, Unilever, and technology companies that implement behavioral insights akin to those from Google and Amazon. She has translated laboratory findings into strategies for pricing, promotions, packaging, and point-of-sale communications, informing practice used by marketing departments at global corporations and by policy units within consumer protection agencies such as the Consumer Financial Protection Bureau.

Awards and honors

Raghubir’s recognitions include awards and distinctions from professional organizations such as the American Marketing Association, the Association for Consumer Research, and the Society for Consumer Psychology. She has received research grants and fellowships from institutions comparable to the National Science Foundation and honors for teaching and service that reflect endorsement by peers at the Academy of Management and the Marketing Science Institute. Her editorial appointments and keynote invitations at conferences organized by the European Marketing Academy and the International Communication Association further recognize her influence in the field.

Selected publications

- Raghubir, P., [coauthors]. Studies on numerical cognition in consumer judgment, appearing in journals such as the Journal of Consumer Research and the Journal of Marketing Research. - Raghubir, P., [coauthors]. Experimental research on price framing and mental accounting, published in outlets associated with the American Economic Association and the Behavioral Science literature. - Raghubir, P., [coauthors]. Work on spatial perception of package size and quantity estimation, cited alongside papers in the Marketing Science journal and by scholars at the Kellogg School of Management. - Raghubir, P., [coauthors]. Methodological papers on attention measurement and eye-tracking in marketing, appearing in interdisciplinary venues connected to the Association for Consumer Research.

Category:Marketing scholars Category:Consumer psychologists