You are here



100 Fuqua Dr, Box 90120, Room W309
Durham, NC 27708-0120
Duke Box 90120, 100 Fuqua Drive
Durham, NC 27708-0120


(919) 660-8003



Peter A Ubel
Madge and Dennis T. McLawhorn University Distinguished Professor
Professor of Business Administration
Professor in the Sanford School of Public Policy
Professor in Population Health Sciences
Professor of Medicine
Associate of the Duke Initiative for Science & Society
Core Faculty Member, Duke-Margolis Center for Health Policy
Member of the Duke Cancer Institute


M.D., University of Minnesota, Twin Cities (1988)
B.A., Carleton College (1984)


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.