Peter Ubel MD

Peter Ubel

Core Faculty

Peter Ubel, MD


MD, University of Minnesota Twin Cities

I am a physician and behavioral scientist at Duke University. My research and writing explores the quirks in human nature that influence our lives — the mixture of rational and irrational forces that affect our health, our happiness and the way our society functions. (What fun would it be to tackle just the easy problems?)

I am currently exploring controversial issues about the role of values and preferences in health care decision making, from decisions at the bedside to policy decisions. I use the tools of decision psychology and behavioral economics to explore topics like informed consent, shared decision making and health care spending. My books include Pricing Life (MIT Press 2000) and Free Market Madness (Harvard Business Press, 2009). My newest book, Critical Decisions (HarperCollins), came out in September of 2012, and explores the challenges of shared decision making between doctors and patients.

Sloan CE, Gutterman S, Davis JK, Campagna A, Pollak KI, Barks MC, et al. How can healthcare organizations improve cost-of-care conversations? A qualitative exploration of clinicians' perspectives. Patient Educ Couns. 2022 Apr 9;

Prinsloo E, Barasz K, Ubel PA. Motivated Inferences of Price and Quality in Healthcare Decisions. Journal of the Association for Consumer Research. 2022 Apr 1;7(2):186–97.

Scherr K, Delaney RK, Ubel P, Kahn VC, Hamstra D, Wei JT, et al. Preparing Patients with Early Stage Prostate Cancer to Participate in Clinical Appointments Using a Shared Decision Making Training Video. Med Decis Making. 2022 Apr;42(3):364–74.