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Prof. Baba Shiv: Driving Your Decisions

Biography

Stanford Graduate School of Business
The Sanwa Bank, Limited, Professor of 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," "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

Teaching

Degree Courses

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

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.

Stanford Graduate School of Business
The Sanwa Bank, Limited, Professor of 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," "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

Teaching

Degree Courses

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

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.

Show more

Cases

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

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

Other experts

Dr. Yi Xiang is Associate Professor of Marketing at CEIBS. Prior to joining CEIBS, he served as an Assistant Professor of Marketing at Hong Kong University of Science and Technology. Dr. Xiang graduated from Tsinghua University with a Bachelor’s degree in Materials Science & Engineering. The...
Education DBA Indiana University (1981) MBA University of Cincinnati (1974) BBA University of Cincinnati (1973) Academic Expertise project management supply chain management Current Research Inventory management in a manufacturing firm, Scheduling repetitive projects Positions Held ...