Baba Shiv

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Baba Shiv
Alma mater
  • PhD, Duke Univ., 1996
  • MBA, Indian Inst. of Mgmt, Ahmedabad 1988
  • BE College of Eng, Guindy, Chennai, 1983
Scientific career
FieldsStudies in emotional brain, decision-making and motivation
InstitutionsProfessor of Marketing at the Stanford Graduate School of Business

Baba Shiv is an American marketing professor and an expert in the area of neuroeconomics. He is the Sanwa Bank, Limited, Professor of Marketing at Stanford Graduate School of Business, Stanford University. His work has been featured in The Tonight Show with Jay Leno, CNN, Fox Business, Financial Times, The New York Times and Wall Street Journal.[1][2] Shiv received his PhD from Duke University.

Professor Shiv researches how decision making and economic behavior are effected by neural structures and how brains create creativity. His public speaking events and extensive library of published research have been highly influential in the general understanding of the brain functions of creativity and motivation.

In 2010, Shiv won the American Marketing Association William F. O'Dell Award which "recognizes the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice."[3] He won the award for his article "Placebo Effects of Marketing Actions: Consumers May Get What They Pay For[4]"

Select articles that cite Baba Shiv[edit]

  • The Wall Street Journal, How to Keep a Resolution: Forget Willpower, Reaching a Goal Means Retraining Brain to Form New Habits[5]
  • The Wall Street Journal, Blame It on the Brain: The latest neuroscience research suggests spreading resolutions out over time is the best approach[6]
  • The Wall Street Journal, To Lose Weight, Forget the Details[7]
  • The Wall Street Journal, Songs Stick in Teens' Heads: Research Shows Hit Songs Activate Pleasure, Reward Centers in Adolescent Brains[8]
  • The New York Times, More Expensive Placebos Bring More Relief[9]
  • The New York Times, What's My House Worth? And Now?[10]
  • Financial Times: Sleep monitor is a dream machine[11]
  • Financial Times, Something for the weekend: This week’s research roundup warns of the dangers of hypothetical questions[12]

External links[edit]


  1. ^ "How Do We Decide? Inside the 'Frinky' Science of the Mind". Archived from the original on 2014-03-07.
  2. ^ "Impact of Giving".
  3. ^ "AMA Awards".
  4. ^ Shiv, Baba; Carmon, Ziv; Ariely, Dan (2005). "Placebo Effects of Marketing Actions: Consumers May Get What They Pay for". Journal of Marketing Research. 42 (4): 383–393. CiteSeerX doi:10.1509/jmkr.2005.42.4.383.
  5. ^ Shellenbarger, Sue (Dec 2010). "How to Keep a Resolution". The Wall Street Journal.
  6. ^ Lehrer, Jonah (Dec 2009). "Blame it on the Brain". The Wall Street Journal.
  7. ^ Shea, Christoper (July 2011). "To Lose Weight, Forget the Details".
  8. ^ Hotz, Robert Lee (June 2011). "Songs Stick in Teens' Heads". The Wall Street Journal.
  9. ^ "More Expensive Placebos Bring More Relief". The New York Times. March 2008.
  10. ^ "What's My House Worth? And Now?". The New York Times. August 2007.
  11. ^ Dembosky, April (March 2001). "Sleep monitor is a dream machine". Financial Times.
  12. ^ Anderson, Linda (Nov 2011). "Something for the Weekend". Financial Times.