Peter A. Ubel M.D. is the Madge and Dennis T. McLawhorn University Professor of Business, Public Policy and Medicine at Duke University. A physician and a behavioral scientist, 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 300 academic publications, the majority of which involve empirical explorations of decision psychology as it pertains to health care. He has 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). His newest book, Sick to Debt, is scheduled for release in 2019 (Yale University Press). You can find his blogs and other information at http://www.peterubel.com/.