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Baba Shiv

Baba   Shiv
Professor, Marketing
Baba Shiv
Sanwa Bank, Limited, Professor of Marketing
Director of the Strategic Marketing Management Executive Program
R. Michael Shanahan Faculty Fellow for 2013-14
Academic Area: 
Marketing

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," and "Entrepreneurial Ventures in Luxury Markets." 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

In his academic career spanning over than 20 years, Professor Shiv’s research has won numerous awards including the William O’Dell award for an article that made the most significant, long-term contribution to marketing theory and practice. Two of his research publications received the Citation of Excellence from Emerald Management Reviews (Top 50 Management Articles in 2005 and 2009). In 2001, Professor Shiv was identified by the Marketing Science Institute as one of the future leaders of the next generation of marketing academics. His work has been featured in a variety of media outlets including The Tonight Show with Jay Leno, CNN, Fox Business, Financial Times, The New York Times, Wall Street Journal, NPR, and Radio Lab.

He served as the editor of the Journal of Consumer Research. He is also on the editorial boards of the Journal of Consumer Psychology, Journal of Retailing, Journal of Marketing and the Journal of Marketing Research.

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

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

Publications

Journal Articles

Jing Wang, Rui (Juliet) Zhu, Baba Shiv. Journal of Consumer Research. April 2012, Vol. 38, Issue 6, Pages 1116-1128.
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.
Baba Shiv, Zakary Tormala. Journal of Consumer Research. 2012, Vol. 38, Issue 5, Pages 846-859.
Himanshu Mishra , Arul Mishra , Baba Shiv. Psychological Science. 2011, Vol. 22, Issue 6, Pages 733-738.
Ab Litt, Senia Maymin, Senia Maymin, Baba Shiv. Psychological Science. 2011, Vol. 22, Issue 4, Pages 523-531.
Baba Shiv, Ziv Carmon, Dan Ariely. Journal of Marketing Research. November 2005, Vol. 42, Issue 4, Pages 383-393.
Baba Shiv, Ziv Carmon, Dan Ariely. Journal of Marketing Research. November 2005, Vol. 42, Issue 4, Pages 410-414.
Rosellina Ferraro, Baba Shiv, James R. Bettman. Journal of Consumer Research. June 2005, Vol. 32, Issue 1, Pages 65-75.
Baba Shiv, George Loewenstein, Antoine Bechara. Cognitive Brain Research. April 2005, Vol. 23, Issue 1, Pages 85-92.
Baba Shiv, George Loewenstein, Antoine Bechara, Hanna Damasio, Antonio R. Damasio. Psychological Science. 2005, Vol. 16, Issue 6, Pages 435-439.
Gavan J. Fitzsimons, Baba Shiv. Journal of Consumer Research. September 2001, Vol. 28, Issue 2, Pages 224-238.
Baba Shiv, Alexander Fedorikhin. Journal of Consumer Research. 1999, Vol. 26, Issue 3, Pages 278-282.

Working Papers

Pressure and Perverse Flights of Familiarity | PDF
Baba Shiv, Ab Litt, Senia Maymin, Taly Reich2010

Courses Taught

Degree Courses

2014-15

The exponential growth in our understanding of the workings of the human brain has led to a rather startling and maybe embarrassing (even depressing) conclusion. While the human brain is unique among species in its ability to strategize,...

In recent years, the study of innovation has been dominated by a school of thought that advocates starting with the customer¿discovering solutions being sought by customers and designing for these solutions. Stated differently, the thrust with...

2013-14

Why is it so difficult to change human behavior? Why is it that more than 80% of individuals who sign up for fitness classes drop out within a few weeks, even a few days? Why is it that despite the dramatic increase in devices and apps that are...

The exponential growth in our understanding of the workings of the human brain has led to a rather startling and maybe embarrassing (even depressing) conclusion. While the human brain is unique among species in its ability to strategize,...

Stanford Case Studies

The Knight Management Center | RE135
Kathleen Kavanaugh, Jake Kraft, Baba Shiv2010

Stanford University Affiliations

Stanford GSB

  • Affiliation commas wrapper

    Faculty, Center for Entrepreneurial Studies

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

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.