Baba Shiv

Sanwa Bank, Limited, Professor of Marketing

Director of the Strategic Marketing Management Executive Program

R. Michael Shanahan Faculty Fellow for 2013-14

Phone: (650) 725-8122


CV: ShivCV

Academic Areas: Marketing

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.


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 Univ., 1996; MBA, Indian Institute of Management, Ahmedabad, 1988; BE, College of Engineering, Guindy, Chennai, 1983.

Professional Experience

At Stanford since 2005. Vadilal Enterprises Ltd., India (Managed the entire product launch of their ice cream in South India); Blow Plast Ltd., India (Managed the sales function and new product introductions); Larsen&Toubro Ltd., India (Business-to-business marketing - Caterpillar Tractors and Poclain Hydraulic Excavators); Assistant/Associate Prof., Univ. of Iowa, 1996-2005; Associate Editor, Journal of Consumer Research, editorial boards of the Journal of Consumer Psychology and the Journal of Marketing Research.

Selected Publications

  • Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making: Journal of Consumer Research, 26 (December), 278-282, 1999
  • Let Us Eat and Drink, For Tomorrow We Shall Die: Effects of Mortality Salience and Self-Esteem on Self-Regulation in Consumer Choice: Journal of Consumer Research, 32 (June), 65-75, 2005
  • The Dark Side of Emotion in Decision-Making: When Individuals with Decreased Emotional Reactions Make More Advantageous Decisions: Cognitive Brain Research, 23 (April), 85-92, 2005
  • Placebo Effects of Marketing Actions: Consumer May Get What they Pay For: Lead Article, Journal of Marketing Research, 42 (November), 383-393, 2005
  • In Praise of Vagueness: Malleability of Vague Information as a Performance-Booster: Psychological Science, 2010
  • Investment Behavior and the Negative Side of Emotion: Psychological Science, 16 (June), 435-439, 2005
  • Ruminating about Placebo Effects of Marketing Actions: Journal of Marketing Research, 42 (November), 410-414, 2005
  • Non-conscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making: Journal of Consumer Research, 28 (September), 224-238, 2001

Working Papers

  • Product-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctiveness
  • 2073: Pressure and Perverse Flights of Familiarity

Selected Cases

  • M338: New Zealand Merino: Pursuing Acceleration Through Collaboration
  • RE135: The Knight Management Center

Awards and Honors

  • “Outstanding Faculty” in the Business Week Guide to the Best Business Schools, 6th, 7th, and 8th Editions (McGraw-Hill), 1990, Marketing Science Institute
  • “Faculty of the year” for seven consecutive years (1999-2005)., 2001, Voted by MBA students - Iowa University

Courses Taught

  • GSBGEN 516: Using Neuroscience to Influence Human Behavior
  • GSBGEN 520: The Frinky Science of the Human Mind
  • GSBGEN 573: IP-Focused Innovation: Solution in Search of a Problem

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