BABA SHIV

Sanwa Bank, Limited, Professor of Marketing and Director of the Strategic Marketing Management Executive Program Stanford Graduate School of Business 655 Knight Way

University of Iowa Stanford, CA 94305 bshiv@stanford.edu Tel: (650) 725-8122 Fax: (650) 725-6152

EDUCATION

Ph.D. Duke University, 1996: Marketing M.B.A. Indian Institute of Management, Ahmedabad, India, 1988

B.E. College of Engineering, Chennai, India (Mechanical-Honors), 1983

ACADEMIC EXPERIENCE

2013- Faculty Director, Stanford go.to.market program 2012- Faculty Director, The Innovative Technology Leader Program 2010- Sanwa Bank, Limited, Professor of Marketing, Stanford Graduate

School of Business 2010- Faculty Director, Strategic Marketing Management Executive

Program 2008-2010 Professor of Marketing, Stanford Graduate School of Business 2005-2007 Associate Professor of Marketing (with tenure) and Ormond

Family Faculty Fellow for 2006-2007, Graduate School of Business, Stanford University

2002-2005 Associate Professor (with tenure) and Henry B. Tippie Research Fellow, Department of Marketing, University of Iowa

1996 - 2002 Assistant Professor, Department of Marketing, University of Iowa 1994-95 Instructor, Markets and Management Program, Duke University

INDUSTRY/CONSULTING EXPERIENCE

Pre-academic:

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)

Academic: Anheuser-Busch InBev, Best Buy, Conagra, DropThought, Google, Intel,

ITC, Lenovo, Microsoft, New Zealand Merino, Oracle, Shell, TSYS Acquiring Solutions, Saxo Bank.

HONORS AND AWARDS

2015 One of the most highly cited and impactful articles to be published in the 40 years of the Journal of Consumer Research (Shiv and Fedorikhin 1999)

2013 R. Michael Shanahan Faculty Fellow for 2013-2014 2012 Dissertation advisee, Jayson Jia—Winner Alden G. Clayton Dissertation

Proposal Award from the Marketing Science Institute 2010 Robert K. Jaedicke Silver Apple Award 2010 William O'Dell Award for the paper, Placebo Effects of Marketing

Actions (Journal of Marketing Research article published in 2005 that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice)

2009 PhD Faculty Distinguished Service Award 2009 Letter of Commendation—Distinguished Teacher Award MBA

Committee, Stanford Graduate School of Business 2009 Citation of Excellence from Emerald Management Reviews—“Top 50

Management Articles of 2008” for the paper, “A Bite to Whet the Reward Appetite: Influence of Sampling on Reward-Seeking Behaviors” (#24 below)

2008 Graduate School of Business Trust Faculty Fellow for 2008-09 2008 Paper with Waber, Carmon and Ariely recognized for the Ig Nobel Prize

(A parody of the Nobel Prizes, the Ig Nobel Prizes and are given each year for ten achievements that "first make people laugh, and then make them think." Commenting on the 2006 awards, Marc Abrahams, editor of Annals of Improbable Research, co-sponsor of the awards, said: "The prizes are intended to celebrate the unusual, honor the imaginative - and spur people's interest in science, medicine and technology")

2007 Letter of Commendation—Distinguished Teacher Award Committee, Stanford Graduate School of Business 2006 Ormond Family Faculty Fellow for 2006-07

2006 Citation of Excellence from Emerald Management Reviews—“Top 50 Management Articles of 2005” for the paper, “Placebo Effects of Marketing Actions” (#14 below)

2005 Finalist on two research papers (#s 11 & 14 below) for the Paul Green Award (paper published in the Journal of Marketing Research during

the previous year that shows or demonstrates the most potential to contribute significantly to the practice of marketing research and research in marketing). Paper #14 was declared the runner-up for the award. 2005 Outstanding Reviewer Award, Journal of Consumer Research

2005 MBA Elective Faculty Member of the Year, Tippie College of Business 2004 MBA Elective Faculty Member of the Year, Tippie College of Business 2004 NSF Grant, “Interplay of Affect and Cognition in Decision Making:

Comparing Emotionally Impaired Patients and Controls,” ($291,000, 2004-2006)

2003 MBA Elective Faculty of the Year, Tippie College of Business 2003 Named “Outstanding Faculty” in the Business Week Guide to the Best

Business Schools, 8th Edition (McGraw-Hill) 2002 MBA Elective Faculty of the Year, Tippie College of Business 2001 MBA Teacher of the Year, Tippie College of Business 2001 Named “Outstanding Faculty” in the Business Week Guide to the Best

Business Schools, 7th Edition (McGraw-Hill) 2001 Marketing Science Institute Young Scholar: Identified by the Marketing Science Institute as a future leader of the next generation of marketing academics 2000 Named “Most Popular Professor, Tippie College of Business” in the

Business Week Rankings & Profiles of the Best Business Schools, 7th Edition (McGraw-Hill)

2000 MBA Teacher of the Year, Tippie College of Business, University of Iowa 2000 Sprint MBA Faculty Fellow 1999 MBA Teacher of the Year, Tippie College of Business, University of Iowa

1999 Collegiate Teaching Award, University of Iowa 1999 Named “Outstanding Faculty” in the Business Week Guide to the Best

Business Schools, 6th Edition (McGraw-Hill) 1999 Old Gold Fellowship, University of Iowa 1999 Summer Research Grant, Tippie College of Business, University

1997 Old Gold Fellowship, University of Iowa 1995 Fellow, American Marketing Association Doctoral Consortium 1991-95 Fuqua Fellowship, Duke University 1983 Ramanna Gold Medal, College of Engineering, Chennai, India. RESEARCH Examining the emotional and neurological underpinnings of human behavior,

demonstrating how the typical “mindless” consumer is often influenced by a host of subtle environmental factors and how many of these effects occur non-consciously. My research offers insights into the appropriate design and execution of advertising, market research, and marketing and branding strategies

TEACHING Entrepreneurial Ventures in Luxury Markets, Large Scale Sustainable Transformations

(d.school), Strategic Marketing Communications, Green Marketing, Frinky Science of the Human Mind, Power of Emotional Branding, Using Neuroscience to Change Behaviors

PUBLICATIONS

1. Shiv, B., J.A. Edell, and J.W. Payne (1997), “Factors Affecting the Impact of Negatively

and Positively Framed Ad Messages,” Journal of Consumer Research, 24 (December), 285-94.

2. Kirmani, A., and B. Shiv (1998), “The Effects of Source Congruity on Brand Attitudes

and Beliefs: The Moderating Role of Issue-relevant Elaboration,” Journal of Consumer Psychology, 7 (1), 25-48.

3. Shiv, B. and Fedorikhin, A. (1999), “Heart and Mind in Conflict: Interplay of Affect and

Cognition in Consumer Decision Making,” Journal of Consumer Research, 26 (December), 278-282.

4. Shiv, B. and J. Huber (2000), “The Impact of Anticipating Satisfaction on Choice,”

Journal of Consumer Research, 27 (September), 202-216. 5. Fitzsimons, G. and Shiv, B (2001), “Non-conscious and Contaminative Effects of

Hypothetical Questions on Subsequent Decision Making,” Journal of Consumer Research, 28 (September), 224-238.

6. Shiv, B. and Fedorikhin, A. (2002), “Spontaneous versus Controlled Influences of

Stimulus-Based Affect on Choice Behavior,” Organizational Behavior and Human Decision Processes, 87 (March), 342-370.

7. Fitzsimons, G. et al. (2002), “Non-Conscious Influences on Consumer Choice,” Marketing Letters, 13 (3), 267-277.

8. Shiv, B., Edell Britton J.A., and Payne J. W. (2004), “Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages?” Journal of Consumer Research, 31 (June), 199-208.

9. Shiv, B. and Nowlis, S. (2004), “Effects of Distraction while Tasting a Food Sample: The Interplay of Informational and Affective Components in Subsequent Choice,” Journal of Consumer Research, 31 (December), 599-608. 10. Shiv, B., Loewenstein, G., and Bechara, A. (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.

11. Nowlis, S. and Shiv, B (2005). “Influence of Consumer Distractions on the Effectiveness

of Food Sampling Programs,” Journal of Marketing Research, 42 (May), 157-168.

12. Ferraro, R., Shiv, B., and Bettman, J. R. (2005), “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. 13. Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., and Damasio, A. (2005),

“Investment Behavior and the Negative Side of Emotion,” Psychological Science, 16 (June), 435-439.

14. Shiv, B., Carmon Z., and Ariely D. (2005), “Placebo Effects of Marketing Actions:

Consumers May Get What They Pay For,” Journal of Marketing Research (Lead Article), 42 (November), 383-393.

15. Shiv, B., Carmon Z., and Ariely D. (2005), “Ruminating about Placebo Effects of Marketing Actions,” Journal of Marketing Research, 42 (November), 410-414.

16. Shiv, B., Fedorikhin, A., and Nowlis, S. (2005), “Interplay of the Heart and Mind in Decision Making,” in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desire, eds. R. Ratneshwar and D. Mick, Routledge, 166-184.

17. Shiv, B. et al. (2005), “Decision Neuroscience,” Marketing Letters, Vol. 16 (3/4), 375-386.

18. Naqvi, N. Shiv, B., and Bechara, A., (2006), “The Role of Emotion in Decision Making: A Cognitive Neuroscience Perspective,” Current Directions in Psychological Science, Vol. 15 (5), 260-264.

19. Shiv, B., “Emotions, Decisions and the Brain (2007),” Journal of Consumer Psychology, Vol. 17 (3), 174-178.

20. Weller J. A., Levin, I., Shiv, B. and Bechara A. (2007), “Neural Basis of Adaptive Decision Making in Risky Gains and Losses,” Psychological Science, Vol. 18 (11), 958-964.

21. Chartrand, T., Shiv, B., Huber J. and Tanner, R. (2008), “Nonconscious Goals and Consumer Choice,” Journal of Consumer Research, Vol. 35 (2), 189-201.

22. Plassmann, H., O’Doherty, J., Shiv, B. and Rangel, A. (2008), “Marketing Actions can Modulate Neural Representations of Experienced Utility,” Proceedings of the National Academy of Sciences, Vol. 105 (3), 1050-1054.

23. Waber R., Shiv, B., Carmon, Z., and Ariely D. (2008), “Commercial Features of Placebo and Therapeutic Efficacy,” Journal of the American Medical Association, Vol. 299 (9), 1016-1017.

24. Wadhwa. M., Shiv, B., and Nowlis, S. (2008), “A Bite to Whet the Reward Appetite: Influence of Sampling on Reward-Seeking Behaviors,” Journal of Marketing Research, Vol. 45 (August), 403-413.

25. Mishra, H., Shiv, B., and Nayakankuppam, D. (2008), “The Blissful Ignorance Effect: Pre versus Post Action Effects on Outcome-Expectancies Arising from Precise and Vague Information,” Journal of Consumer Research, Vol. 35 (December), 573-585.

26. Gao, L., Wheeler, C., and Shiv, B. (2009), “The Shaken Self: Product Choice as a Means to Restore Self-View Certainty,” Journal of Consumer Research, Vol. 36 (June), 29-38.

27. Sela, A. and Shiv, B. (2009), “Unraveling Priming: When Does the Same Prime Activate a Goal versus a Trait?” Journal of Consumer Research, Vol. 36 (October), 418-43328.

28. Weller, J., Levin, I., Shiv, B. and Bechara A. (2009), “The Effects of Insula Damage on Decision Making for Risky Gains and Losses, Social Neuroscience, Vol. 4 (August), 347-358.

29. Shiv, B. (2009), “Marketing (Role of Emotion in),” The Oxford Companion to Emotion

and the Affective Sciences, Oxford University Press, Oxford.

30. Shiv, B. and Bechara A. (2010), “Revisiting the Customer Value Proposition: The Power of Brand Emotion, in Brands and Brand Management: Contemporary Research Perspectives, (eds.) B. Loken, R. Ahluwalia and M. Houston, Psychology Press, New York, NY.

31. Shiv, B. (2010), “Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making” in The Connected Customer: The Changing Nature of Consumer and Business Marketing (pp. 141-161), eds. S. Wuyts, M. G. Dekimpe, E. Gijsbrechts & R. Pieters, Routledge: New York, NY.

32. Litt, A., Khan, U. and Shiv, B. (2010), “Loathing while Lusting: Parallel Counterdriving of Wanting and Liking,” Psychological Science, Vol. 21 (1), 118-125.

33. Litt, A., Plassmann, H., Shiv, B., and Rangel, A. (2010), “Dissociating Valuation and Saliency Signals during Decision-Making,” Cerebral Cortex, Vol. 21 (1), 95-102.

34. Plassmann, H., Yoon, C., Feinberg, F. M., & Shiv, B. (2010), “Consumer Neuroscience,” in International Encyclopedia of Marketing, eds. Richard Bagozzi & Ayalla Ruvio, Wiley.

35. Litt, A., Pirouz, D., and Shiv, B. (2012), “Neuroscience and Addictive Consumption,” in Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, eds. David Mick, Simone Pettigrew, Connie Pechmann & Julie Ozanne, Taylor & Francis.

36. Shankar, M., Simons, C., Shiv, B., McClure, S., Levitan, C. A. and Spence, C. (2010), An Expectations-based Approach to Explaining the Cross-Modal Influence of Color on Orthonasal Olfactory Identification: The Influence of the Degree of Discrepancy, Attention, Perception, & Psychophysics, Vol. 72 (7), 1981-1993.

37. Litt, A., Reich, T., Maymin, S., and Shiv, B. (2011), “Pressure and the Perverse Flights to Familiarity,” Psychological Science, Vol. 22 (4), 523-531.

38. Mishra, A., Mishra, H., and Shiv, B. (2011), “In Praise of Vagueness: The Malleability of Vague Information Can Enhance Performance,” Psychological Science, Vol. 22 (6), 733-738.

39. Berger, J. and Shiv, B. (2011), “Food, Sex and the Hunger for Distinction,” Journal of Consumer Psychology, Vol. 21 (4), 464-472.

40. Wang, J., Zhu, R., and Shiv, B. (2012), “The Lonely Consumer: Loner or Conformer?” Journal of Consumer Research, Vol. 38 (April).

41. Eingar, D., Shiv, B., and Tormala, Z. (2012), “When Blemishing leads to Blossoming: The Positive Effect of Negative Information,” Journal of Consumer Research, Vol. 38 (February), 846-859.

42. Argo, J. and Shiv, B. (2012), “Are White Lies as Innocuous as We Think?” Journal of

Consumer Research, Vol. 38 (April). 43. Moore, S.G., Neal, D. T., Fitzsimons, G. J., and Shiv, B. (2012), “Wolves in Sheep’s

Clothing: When and How Hypothetical Questions Influence Behavior.” Organizational Behavior and Human Decision Processes, Vol. 117 (January), 168-178.

44. Litt, A. and Shiv, B. (2012), “Manipulating Basic Taste Perception to Explore How

Brand Information Affects Experience” Journal of Consumer Psychology, Vol. 22 (1), 55-66.

45. Mogilner, C., Iyengar, S., and Shiv, B. (2013), “Eternal Quest for the Best: Sequential

(vs. Simultaneous) Option Presentation Undermines Choice Confidence,” Simultaneously vs. Sequentially Presented Options on Chooser Commitment.” Conditionally Accepted - Journal of Consumer Research, Vol. 39 (April), 1300-1312.

46. Jia, J., Shiv, B., and S. Rao (2014), “Product-agnosia: How Increased Visual Scrutiny

Reduces Distinctiveness between Choices,” Journal of Consumer Research, Vol. 41 (February), 342-360.

47. Garbinsky, E. N., Morewedge, C., and Shiv, B. (2014), “Does Liking or Wanting

Determine Repeat Consumption Delay? Appetite, 72, 59-65. 48. Garbinsky, E. N., Morewedge, C., and Shiv B. (2014), “The Interference of the End:

Why Recency Bias in Memory Determines When a Food is Consumed Again,” Psychological Science, Vol. 25 (7), 1466-74.

49. Karmarkar, U., Shiv, B., and Knutson, B. (2014), “Cost Conscious? The Neurobehavioral

Impact of Price Primacy on Decision-Making,” Journal of Marketing Research, Vol. 52 (4), 467-81.

50. Kupor, D. M., Reich, T. and Shiv, B. (2015), “Can’t Finish What You Started?

Consumption Following Climatic Interruption,” Journal of Consumer Psychology, Vol. 25 (1), 113-119.

51. Karmarkar, U., Shiv, B. and Spencer, R.M., (forthcoming), “Should you Sleep on It? The

Effects of Sleep on Attribute Memory and Perceived Decision Quality in Subjective Choice.” Journal of Behavioral Decision Making.

SELECTED RESEARCH IN PROGRESS 1. Gal, D., Wheeler, C., and Shiv, B., “Cross-Modal Influences on Taste Perception.” 2. Shiv, B., Mishra, H., and Carmon, Z., “You Decide for Me versus I Decide for Myself:

Locus of Decision Making and the Placebo Effect.” 3. Moore, S., Shiv, B. and Fitzsimons, G., “Behaving Prudently and the Prudence of Self-

Talk.” 4. Shiv, B., Wadhwa, M., and Nowlis, S., “Can a Taste Stimulate the Reward Appetite?”

5. Wadhwa, M., Shiv, B., and Nowlis, S., “Smelling Your Way to Satiety: Impact of Odor

Satiation on Subsequent Consumption Related Behaviors.” 6. Garvey, A.M., Meloy, M.G., and Shiv, B., “Keeping the Dream Alive: Liberation from

the Status Quo after Hope is Dashed.” Under second round review at the Journal of Marketing Research.

7. Nelson, N. M., Malkoc, S. A. and Shiv, B., “Emotions Knows Best: The Advantage of Emotional versus Cognitive Responses to Failure.” Under review – Emotion.

8. Jia, J., Reich, T., and Shiv, B., “The Taste of a Bad Deal: The Effect of Transactions on Experiences.” Under Review – Psychological Science.

9. Jia, J., and Shiv, B. “Asymmetric Fixation: The Hedonic Impact of Preparation on Complex Experiences.” Under Review – Journal of Marketing Research.

10. Acikalin, M. Y., and Shiv, B., “Skipping a Beat: Cardiac Vagal Tone and Risky Decision Making.” Under review – JEP: General.

PROFESSIONAL SERVICE Discipline-Related: Editor, Journal of Consumer Psychology (Special Issue: Brand Insights from

Psychological and Neurophysiological Perspectives; January 2012 issue) Associate Editor, Journal of Consumer Research (Oct 2011-2013) Co-Chair, Marketing Science Institute’s 2011 Ideas Challenge Editor, Journal of Consumer Research (March 2009-June 2011) Associate Editor, Journal of Consumer Research (June 2005-March 2009) Co-Chair, Association for Consumer Research Doctoral Consortium, 2007 Advisory Board, Marketing Science Institute, (2007-) Advisory Board, Association for Consumer Research (2005-2007)

Editorial Review Board (past and present), Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing

Ad Hoc reviewer, International Journal for Research in Marketing, Journal of Applied Psychology, Journal of Experimental Psychology: Applied, Journal of Marketing, Management Science, Marketing Letters, Marketing Science, Organizational Behavior and Human Decision Processes, Psychological Science.

Co-chair, Society for Consumer Psychology Conference, 2006. Co-Chair, Convention of the American Psychological Association, August 2000, Washington D.C.

Stanford University (incl. GSB): Dean’s Search Committee, Stanford Graduate School of Business (2015) Dean’s Advisory Group, Stanford Graduate School of Business (2011-2014) PhD Liaison (Marketing), Stanford Graduate School of Business (2005-2009) Faculty Director, Strategic Marketing Management Executive Program Faculty Director, The Innovative CIO Executive Program IRB-Panel 2 & 8 Member, Stanford University (2007-)

Date last revised: 11/2015