chcr logo

Peter A. Ubel, MD



Peter Ubel, MD, is a physician and behavioral scientist whose research and writing explores the quirks in human nature that influence people's lives — the mixture of rational and irrational forces that affect health, happiness and the way society functions.

Dr. Ubel joined the Fuqua School of Business as a Jack O. Blackburn Professor of Marketing in 2010 and holds a position in the Sanford School of Public Policy as a Professor in Public Policy, as well, specializing in health policy and economics at Duke University. He previously was a Professor of Medicine and Psychology at the University of Michigan, where he taught from 2000 to 2010, and later went on to direct the Center for Behavioral and Decision Sciences in Medicine.

Dr. Ubel's research explores controversial issues about the role of values and preferences in health care decision making, from decisions at the bedside to policy decisions. He uses the tools of decision psychology and behavioral economics to explore topics like informed consent, shared decision making and health care rationing.

Personal website