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Baba Shiv
Baba Shiv
Professor, Marketing
Contact Info
+1 (650) 725-8122
Email
BabaShiv
The Sanwa Bank, Limited, Professor of Marketing
Academic Area: 
Marketing

Additional Administrative Titles

  • Co-Director, Innovative Marketing for Strategic Advantage
  • Director, The Innovative Technology Leader
  • Co-Director, Stanford Embark
  • Director, Stanford Go-to-Market – Mexico City
Co-Director, Stanford Go-to-Market – Botswana

Research Statement

Baba Shiv's research expertise is in the area of neuroeconomics, with specific emphasis on the role of neural structures related to emotion and motivation in shaping decisions and experiences. His recent work examines the interplay of the brain’s "liking" and "wanting" systems and its implications for marketing, innovation, leadership and decision making. The nature of the issues that he examines are: Does being denied something make people pursue it more hotly but also simultaneously like it less? Does a wine's price tag price affect the pleasure one experiences? In the past few years, he has also focused his attention onto the neuroeconomics behind innovation and entrepreneurship leadership in companies small and large, from silicon valley tech startups to Fortune 500 companies Baba Shiv teaches courses at the GSB that build on his research interests. Examples of some of the courses that he teaches include, "The Frinky Science of the Mind," "Scaling Design Thinking Globally," and "Collaborating with the Future." He frequently hosts executives from around the world in executive education programs at Stanford on strategic marketing management, design thinking and customer-focused innovation.

Bio

Baba Shiv is the Sanwa Bank, Ltd., Professor of Marketing at the Stanford Graduate School of Business.  He has done extensive work on the emotional brain, documenting its powerful role in shaping decisions and experiences. His work includes the application of neuroeconomics to the study and practice of innovation and entrepreneurial leadership in companies, from Silicon Valley startups to Fortune 500 companies, as well as countries including India, Malaysia and New Zealand. He frequently consults with and is on the advisory boards of several start-ups. His work has been featured in a variety of media outlets including The Tonight Show with Jay Leno, CNN, Economic Times, Fox Business, Financial Times, The New York Times, Wall Street Journal, NPR, and Radio Lab. Baba Shiv teaches courses at the GSB and the Hasso Plattner Institute of Design at Stanford, including “The Frinky Science of the Mind,” “Scaling Design Thinking Globally,” and “Crafting Interventions for Massive Change.” He frequently hosts executives from around the world in executive education programs at Stanford on strategy, entrepreneurial leadership, and customer-focused innovation.

Academic Degrees

  • PhD, Duke University, 1996
  • MBA, Indian Institute of Management, Ahmedabad, 1988
  • BE, College of Engineering, Guindy, Chennai, 1983

Academic Appointments

  • Sanwa Bank, Limited, Professor of Marketing, Stanford GSB, 2010-present
  • Professor of Marketing, Stanford GSB, 2008-2010
  • Associate Professor of Marketing (with tenure) and Ormond Family Faculty Fellow for 2006-2007, Stanford GSB, 2005-2007
  • Associate Professor (with tenure) and Henry B. Tippie Research Fellow, Department of Marketing, University of Iowa, 2002-2005
  • Assistant Professor, Department of Marketing, University of Iowa, 1996 - 2002
  • Instructor, Markets and Management Program, Duke University, 1994-1995

Professional Experience

  • Vadilal Enterprises Limited, Bombay, India (product launch of their ice cream in South India)
  • Blow Plast Limited, India (sales and new product introductions)
  • Larsen & Toubro Limited, India (Caterpillar Tractors and Poclain Hydraulic Excavators)

Awards and Honors

  • R. Michael Shanahan Faculty Fellow, Stanford GSB, 2013-2014
  • “Faculty of the year” for seven consecutive years, Tippie College of Business, University of Iowa, 1999-2005
  • “Outstanding Faculty” in the Business Week Guide to the Best Business Schools, 6th, 7th, and 8th Editions (McGraw-Hill), Marketing Science Institute, 1990

Publications

Journal Articles

Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products
Bella Rozenkrants, S. Christian Wheeler, Baba Shiv. Journal of Consumer Research. December 1, 2017, Vol. 44, Issue 4, Pages 759-777.
The Jilting Effect: Antecedents, Mechanisms, and Consequences for Preference
Aaron M. Garvey, Margaret G. Meloy, Baba Shiv. Journal of Marketing Research. October 2017, Vol. 54, Issue 5, Pages 785-798.
The Role of Hedonic Behavior in Reducing Perceived Risk
Jia S. Jayson, Jia Jianmin, Christopher K. Hsee, Baba Shiv. Psychological Science. January 2017, Vol. 28, Issue 1, Pages 23-35.
Should You Sleep on It? The Effects of Overnight Sleep on Subjective Preference-Based Choice
Baba Shiv, Uma R. Karmarkar, Rebecca M. C. Spencer. Journal of Behavioral Decision Making. January 2017, Vol. 30, Issue 1, Pages 70-79.
The Lonely Consumer: Loner or Conformer?
Jing Wang, Rui (Juliet) Zhu, Baba Shiv. Journal of Consumer Research. April 2012, Vol. 38, Issue 6, Pages 1116-1128.
Wolves in sheep’s clothing: How and when hypothetical questions influence behavior
Sarah G. Moore, David T. Neal, Gavan J. Fitzsimons, Baba Shiv. Organizational Behavior and Human Decision Processes. January 2012, Vol. 117, Issue 1, Pages 168–178.
When Blemishing Leads to Blossoming: The Positive Effect of Negative Information
Baba Shiv, Zakary Tormala. Journal of Consumer Research. 2012, Vol. 38, Issue 5, Pages 846-859.
In Praise of Vagueness: Malleability of Vague Information as a Performance-Booster
Himanshu Mishra, Arul Mishra, Baba Shiv. Psychological Science. 2011, Vol. 22, Issue 6, Pages 733-738.
Pressure and Perverse Flights to Familiarity
Ab Litt, Senia Maymin, Senia Maymin, Baba Shiv. Psychological Science. 2011, Vol. 22, Issue 4, Pages 523-531.
Lusting While Loathing: Parallel Counter-Driving of Wanting and Liking
A. Litt, Uzma Khan, Baba Shiv. Psychological Science. January 2010, Vol. 21, Issue 1, Pages 118-125.
Placebo Effects of Marketing Actions: Consumer May Get What they Pay For
Baba Shiv, Ziv Carmon, Dan Ariely. Journal of Marketing Research. November 2005, Vol. 42, Issue 4, Pages 383-393.
Ruminating about Placebo Effects of Marketing Actions
Baba Shiv, Ziv Carmon, Dan Ariely. Journal of Marketing Research. November 2005, Vol. 42, Issue 4, Pages 410-414.
Let Us Eat and Drink, For Tomorrow We Shall Die: Effects of Mortality Salience and Self-Esteem on Self-Regulation in Consumer Choice
Rosellina Ferraro, Baba Shiv, James R. Bettman. Journal of Consumer Research. June 2005, Vol. 32, Issue 1, Pages 65-75.
The Dark Side of Emotion in Decision-Making: When Individuals with Decreased Emotional Reactions Make More Advantageous Decisions
Baba Shiv, George Loewenstein, Antoine Bechara. Cognitive Brain Research. April 2005, Vol. 23, Issue 1, Pages 85-92.
Investment Behavior and the Negative Side of Emotion
Baba Shiv, George Loewenstein, Antoine Bechara, Hanna Damasio, Antonio R. Damasio. Psychological Science. 2005, Vol. 16, Issue 6, Pages 435–439.
Non-conscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making
Gavan J. Fitzsimons, Baba Shiv. Journal of Consumer Research. September 2001, Vol. 28, Issue 2, Pages 224-238.
Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making
Baba Shiv, Alexander Fedorikhin. Journal of Consumer Research. 1999, Vol. 26, Issue 3, Pages 278-282.

Working Papers

Promoting Consumption Experiences by Positive Incidental Affect: The Interplay of Valence and Arousal in Incidental Affect Infusion Processes
Aiqing Ling, Nathalie George, Baba Shiv, Hilke Plassmann, May 252018
Pressure and Perverse Flights of Familiarity | PDF
Baba Shiv, Ab Litt, Senia Maymin, Taly Reich2010

Teaching

Degree Courses

2019-20

GSBGEN 520: Designing Solutions by Leveraging the Frinky Science of the Human Mind

The thrust of this seminar is about designing effective and innovative solutions by leveraging deep insights into the workings of the human brain, specifically the instinctual brain. Designing solutions for organizations¿for example, "How do we...

2018-19

GSBGEN 520: Designing Solutions by Leveraging the Frinky Science of the Human Mind

The thrust of this seminar is about designing effective and innovative solutions by leveraging deep insights into the workings of the human brain, specifically the instinctual brain. Designing solutions for organizations¿for example, "How do we...

2017-18

GSBGEN 520: Designing Solutions by Leveraging the Frinky Science of the Human Mind

The thrust of this seminar is about designing effective and innovative solutions by leveraging deep insights into the workings of the human brain, specifically the instinctual brain. Designing solutions for organizations-for example, "How do we...

Executive Education & Other Non-Degree Programs

Stanford Case Studies

SAP Design Thinking Part A | SM250A
Baba Shiv, Matt Saucedo2016
SAP Design Thinking Part B | SM250B
Baba Shiv, Matt Saucedo2016
Atmel: Igniting the B2C in B2B | M360
Baba Shiv, David Hoyt2015
New Zealand Merino, Pursuing Acceleration Through Collaboration | M338
Lyn Denend, Baba Shiv2011
The Knight Management Center | RE135
Kathleen Kavanaugh, Jake Kraft, Baba Shiv2010

Stanford University Affiliations

Stanford GSB

Service to the Profession

Journals

  • Editor, Journal of Consumer Research
  • Editorial Board, Journal of Consumer Psychology
  • Editorial Board, Journal of Marketing Research

In the Media

How to Make Good Decisions: 4 Secrets Backed by Research
TIME, June 21, 2016
Giving Up the Driver's Seat
TEDx, June 1, 2012
In a TEDx Stanford talk, the Stanford GSB's Baba Shiv explains why ceding control can sometimes be the best course of action.
New Year's Resolution: Why Fuzzy, Ambiguous Resolutions Work Best
The Huffington Post, 12 30, 2010
Want to Stick to Your New Year's Resolutions? Keep Them Vague
Los Angeles Times, 12 30, 2010
How to Keep a Resolution: Forget Willpower, Reaching a Goal Means Retraining Brain to Form New Habits
Wall Street Journal, 12 22, 2010

Insights by Stanford Business

writtenAre We What We Buy?
June 13, 2017
A new study examines the role self-expression plays in online buying decisions.
audioTop Business Podcasts of 2016
December 12, 2016
Long commute? Spend the time listening to these 10 Stanford Business stories.
writtenThe Latest Advice for Post-Disaster Therapy: Have Fun
October 26, 2016
Researchers use phone records to measure the “hedonic behavior” of earthquake victims.
writtenBaba Shiv: Failure is the Mother of Innovation
March 2, 2016
Startups may embrace the “fail-fast” mantra, but many leaders are risk-averse.
writtenResearchers: What Is the Value of Imagery in Marketing?
May 7, 2014
A group of scholars show why what you see isn’t always what you get.
writtenBaba Shiv: How Do You Find Breakthrough Ideas?
October 15, 2013
What neuroscience tells us about getting the best out of yourself, your colleagues, and the boss.
writtenThe Trouble with One at a Time
September 14, 2012
New research shows that seeing all your options at once makes you happier with the choice you make.
writtenThe Art of the Imperfect Pitch
August 27, 2012
Professor Baba Shiv discusses how you can coax risk-averse managers to innovate.
writtenBaba Shiv: What Is the Path To Increased Innovation?
August 16, 2012
The simple things your brain needs to perform at its creative best.
writtenBaba Shiv: How Loneliness Affects Consumer Behavior
December 15, 2011
People who are lonely prefer products outside the mainstream, but only in private.
writtenHypothetically Speaking, Beware
November 12, 2011
Baba Shiv's research reveals why hypothetical questions aren't as innocent as they seem.
writtenThe Positive Effect of Negative Information
June 1, 2011
Researchers say news about a company or product blemish may actually strengthen consumers’ positive impressions.
writtenBaba Shiv: Why Failure Drives Innovation
March 1, 2011
Research says how people approach failure can be key to their success.
writtenSetting Vague Goals Can Help You Keep Those New Year’s Resolutions
January 1, 2011
New research says people are more likely to achieve a goal if it’s sketched out in vague terms than if it’s set in stone with a specific target.
writtenBeing Jilted Can Make You Yearn More — or So You Think
August 1, 2009
Rejection increases people’s motivation to pursue that elusive objective. But there’s a catch.
writtenThe Behavioral Impact of a Higher Price
March 1, 2008
Studies show that subjects report a medicine less effective when it doesn't cost as much.
writtenBaba Shiv: How a Wine's Price Tag Affect Its Taste
January 1, 2008
A study shows that cost doesn't merely interfere with perceived quality, it actually affects real quality.
writtenBaba Shiv: Emotions Can Negatively Impact Investment Decisions
September 1, 2005
Research shows that how we feel can be the key to our success.
writtenBaba Shiv: How Thoughts of Death Affect Consumer Behavior
September 1, 2005
Researchers explore how feelings about mortality affect our self-esteem.

School News

writtenStanford GSB Connects with Indian Business Leaders with Multipronged Approach
December 11, 2019
Innovative online programs and on-the-ground teaching bring the Stanford GSB experience to Indian entrepreneurs and CEOs, and global study trips give students a broader global perspective.
writtenAction Learning Program Brings Experiential Learning to Forefront of Curriculum
October 30, 2019
Project-based courses pair students with external organizations to solve real-world business problems.
writtenStanford GSB to Launch First ‘Go to Market’ Program for Entrepreneurs in México City
April 9, 2015
Information session for innovators with ready-to-launch business ideas will be held May 27.
writtenStudy Trips Add Perspective for MBA Students
January 31, 2011
Structured trips provide intellectual and emotional experiences with other cultures for Stanford MBA students learning to lead in a global economy.
writtenProfessors Strebulaev, Jagolinzer, and Shiv Honored for Teaching
May 1, 2009
School's MBA, PhD and master's students recognize three faculty members for their innovative teaching methods, enthusiasm and personal attention.
writtenNine New Faculty Members Welcomed
September 1, 2005
Three senior professors — in accounting, organizational behavior, and marketing — have joined the Stanford GSB faculty, along with six junior faculty.