Peter A. Ubel M.D. is a physician and behavioral scientist whose research and writing explores how people make decisions related to health and health care. He is the Madge and Dennis T. McLawhorn University Professor of Business, Public Policy and Medicine at Duke University. His research explores 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 cost containment. He has authored over 250 academic publications, the majority of which involve empirical explorations of decision psychology as it pertains to health care. He has also written for the New York Times, the Los Angeles Times, the Atlantic, the New Yorker, and is a regular contributor at Forbes. His books include Pricing Life (MIT Press 2000), Free Market Madness (Harvard Business Press, 2009) and Critical Decisions (HarperCollins, 2012). You can find his blogs and other information at