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Priya Raghubir
Haas School of Business

"Two Psychology Lessons:What Shoppers are Thinking
and Why People Ignore AIDS-Prevention Ads"

Priya Raghubir’s research tackles two vastly differentsubjects: shopping and AIDS. But the Haas School of Business professor ties the two topicstogether by evaluating the psychology behind choices, whether they affect one’spocket book or one’s health.

Bracke accommodationMost of the time, Raghubir studies how shoppers react to sales andcoupons. Her work has relevance for both coupon clippers who are watching every dime andentrepreneurs who want to reach retirement by the age of 40.

accommodation rates SeefeldRaghubir has also been involved with ground-breaking work on AIDSand risk behavior. Her research showed that AIDS-warning campaigns should tell people thatthey aren’t special — anyone can get the disease by putting themselves at riskjust one time. In hopes of curbing the spread of AIDS around the world, she has sent herfindings tovarious countries being devastated by the disease.

There “appears to be adeep-rooted psychological bias that says:
ERROR MSG‘AIDS occurs. AIDS can happen. But not to me. I’m special.’ ‘I’mspecial’ is a good bias in terms of keeping mental health. But in terms of riskperception,
it could lead to getting a disease like AIDS.”

SHOPPING RELATED BOOKS

ERROR MSGWhy We Buy: The Science of Shopping

Paco Underhill

 

 

 

 

 

Changing HIV Risk Behavior: Practical Strategies

Jeffrey A. Kelly

 

Choosing Unsafe Sex: AIDS-Risk Denial Among Disadvantaged Women

Elisa Janine Sobo

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Priya Raghubir's UC-Berkeley Page