Duke University, 1996: Marketing (Advisors, James R. Bettman and Julie A. Edell Britton)

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1 BABA SHIV Graduate School of Business Stanford University 518 Memorial Way University of Iowa Stanford, CA Tel: (650) Fax: (650) EDUCATION Ph.D. Duke University, 1996: Marketing (Advisors, James R. Bettman and Julie A. Edell Britton) M.B.A. Indian Institute of Management, Ahmedabad, India, 1988 B.E. College of Engineering, Chennai, India (Mechanical-Honors), 1983 ACADEMIC EXPERIENCE Associate Professor of Marketing (with tenure), Graduate School of Business, Stanford University Associate Professor and Henry B. Tippie Research Fellow, Department of Marketing, University of Iowa Assistant Professor, Department of Marketing, University of Iowa Instructor, Markets and Management Program, Duke University INDUSTRY EXPERIENCE Vadilal Enterprises Limited, Bombay, India ( ) Managed the entire product launch of their ice cream in South India. Blow Plast Limited, India ( ) Managed the sales function and new product introductions (molded luggage and toys). Larsen & Toubro Limited, India ( ) Business-to-business marketing - Caterpillar Tractors and Poclain Hydraulic Excavators HONORS AND AWARDS 2005 MBA Elective Faculty Member of the Year, Tippie College of Business 2004 MBA Elective Faculty Member of the Year, Tippie College of Business 1

2 2004 NSF Grant, Interplay of Affect and Cognition in Decision Making: Comparing Emotionally Impaired Patients and Controls, ($291,000, ) 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) 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 s Young Scholar Program (invitation extended to scholars identified as the future leaders 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, University of Iowa 2000 Sprint MBA Faculty Fellow 1999 MBA Teacher of the Year, Tippie College of Business 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 Fuqua Fellowship, Duke University 1983 Ramanna Gold Medal for the Best Student of 1983 (All Branches of Engineering), College of Engineering, Chennai, India. RESEARCH INTERESTS The broad thrust of my work is on mindless, i.e., very low-involvement decisionmaking. My current work focuses on the role of affect in decision-making, the neurophysiological bases of emotions, and non-conscious mental processes. TEACHING INTERESTS My teaching interests include Marketing Communications, Neuroscience of Human Behavior, Strategic Brand Management. JOURNAL 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), 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),

3 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), Shiv, B. and J. Huber (2000), The Impact of Anticipating Satisfaction on Choice, Journal of Consumer Research, 27 (September), Fitzsimons, G. and Shiv, B (2001), Non-conscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making, Journal of Consumer Research, 28 (September), 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), Fitzsimons, G. et al. (2002), Non-Conscious Influences on Consumer Choice, Marketing Letters, 13 (3), 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), 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), 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), [Impact Factor: 2.39; JMR 2.22]. 11. Nowlis, S. and Shiv, B (2005). Influence of Consumer Distractions on the Effectiveness of Food Sampling Programs, Journal of Marketing Research, 42 (May), 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), Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., and Damasio, A. (2005), Investment Behavior and the Dark Side of Emotion. Psychological Science, 16 (June), [Impact Factor: 3.58]. 14. Shiv, B., Carmon Z., and Ariely D. (2005), Placebo Effects of Marketing Actions: Consumers May Get What They Pay For, Lead Article, Journal of Marketing Research, 42 (November), Shiv, B., Carmon Z., and Ariely D. (2005), Ruminating about Placebo Effects of Marketing Actions, Journal of Marketing Research, 42 (November),

4 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. 17. Bechara, A., Shiv, B., and Naqvi, N. (forthcoming), Decision Neuroscience: Present and the Future, Current Directions in Psychological Science [Impact Factor: 2.15] 18. Shiv, B. et al. (forthcoming), Decision Neuroscience, Marketing Letters. SELECTED RESEARCH IN PROGRESS 1. Bechara, A., Levin, I., Weller J. A., and Shiv, B. Neural Basis of Decisions Under Uncertainty: Separate Systems for Choice under Risk versus Ambiguity. Under review at Science. 2. Wadhwa. M., Shiv, B., and Nowlis, S., A Bite to Whet the Reward Appetite: Influence of Sampling on Reward-Seeking Behaviors. Under review at Journal of Marketing Research. 3. Shiv, B. and Fitzsimons, G., The Effects of Negative versus Positive Self-Assertions in Self-Regulation Failures. 4. Chartrand, T., Shiv, B., Huber J. and Tanner, R., Effects of Non-Conscious Goal Priming on Consumer Choice Behavior. 5. Shiv, B., Mishra, H., and Huber J., Effects of Anticipating Satisfaction on Product Returns. 6. Mishra, H., Shiv, B., and Nayakankuppam, D., Ignorance is Bliss: The Information Malleability Effect. INVITED AND REFEREED CONFERENCE PRESENTATIONS A Bite to Whet the Reward Appetite, Conference of the Association for Consumer Research, San Antonio, September Placebo Effects in Marketing Contexts, Invited presentation at the 2005 AMA Doctoral Consortium, University of Connecticut, July Placebo Effects in Marketing Contexts, Invited presentation at the 2005 Stern Summer Research Camp, New York University, May Placebo Effects in Marketing Contexts, Invited presentation at University of California, Los Angeles, May Placebo Effects in Marketing Contexts, Invited presentation at McGill University, April

5 Placebo Effects in Marketing Contexts, Invited presentation at Tulane University, October Placebo Effects in Marketing Contexts, Conference of the Association for Consumer Research, Portland, October Consumer Emotions and Experiences in Context, ACR Doctoral Consortium, October Placebo Effects in Marketing Contexts: Influence of Sales Promotions on the Efficacy of Health Supplements, Invited presentation at the Distinguished Scholars Retreat, University of Alberta, May Investment Behavior and the Dark Side of Emotion, BDRM Conference, Duke University, April Placebo Effects in Marketing Contexts: Influence of Sales Promotions on the Efficacy of Health Supplements, BDRM Conference, Duke University, April Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of California, Berkeley, March, Effects of Non-Conscious Goal Priming on Consumer Choice Behavior, Conference of the Society for Consumer Psychology, San Francisco, February Effects of Distraction while Tasting a Food Sample, Conference of the Society for Consumer Psychology, San Francisco, February Effects of Distraction while Tasting a Food Sample, Invited presentation at Stanford University, January, Effects of Distraction while Tasting a Food Sample, Invited presentation at Carnegie Mellon University, December, Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of Houston, November Role of Anticipating Satisfaction in Decision Making: A Diary of my Research, ACR Doctoral Consortium, October Let Us Eat and Drink, For Tomorrow We Shall Die (Isaiah xxii. 13): Mortality Salience and Hedonic Choice. Conference of the Association for Consumer Research, Toronto, Canada, October Investment Behavior and the Dark Side of Emotion, Conference of the Association for Consumer Research, Toronto, Canada, October Consumer Strategies to Avoid Decision Conflict, Discussion Leader, Conference of the Association for Consumer Research, Toronto, Canada, October

6 Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of Michigan, September Effects of Distraction while Tasting a Food Sample Invited presentation at the Marketing Department Research Camp, INSEAD, France, June Effects of Distraction while Tasting a Food Sample: Will it Increase or Decrease Subsequent Choice? Invited presentation at the Marketing Department Research Camp, University of Texas, Austin, April Effects of Distraction while Tasting a Food Sample: Will it Increase or Decrease Subsequent Choice? Conference of the Society for Consumer Psychology, New Orleans, LA, February Effects of Anticipating Satisfaction on Product Returns, Conference of the Association for Consumer Research, Atlanta, Georgia, October Effects of Distraction while Tasting a Food Sample: Will it Increase or Decrease Choice of the Sampled Option? Conference of the Association for Consumer Research, Atlanta, Georgia, October Effects of Distraction while Tasting a Food Sample: Will it Increase or Decrease Choice of the Sampled Option? Invited presentation at the University of Arizona, February Neuroscience and the Unconscious, Invited presentation at the 2001 UC Berkeley Invitational Choice Symposium, June The Impact of Hypothetical Questions on Decision Making, Invited presentation at Wharton School, April The Impact of Hypothetical Questions on Decision Making, Invited presentation at the University of Chicago, March The Impact of Hypothetical Questions on Decision Making, Invited presentation at the University of Toronto, March Role of Stimulus-Induced Affect on Choice: The Affective-Cognitive Model, Invited Presentation at MSI s Young Scholar Program, Park City, Utah, January Making: The Affective-Cognitive Model, Conference of the Association for Consumer Research, Salt Lake City, Utah, October Making: The Affective-Cognitive Model, Invited presentation at the University of Colorado, Boulder, CO, August Making: The Affective-Cognitive Model, Iowa State University University of Iowa Decision Making Conference, Iowa State University, Ames, IA, August

7 The Impact of Anticipating Satisfaction on Consumer Choice, Invited presentation at the Hong Kong University of Science and Technology, Hong Kong, June Making: The Affective-Cognitive Model, Invited presentation at the University of Houston, Houston, TX, April Pushpolling: The Role of Presuppositions in Decision Making, Conference of the Association for Consumer Research, Columbus, OH, October The Impact of Anticipating Satisfaction on Choice, Conference of the Association for Consumer Research, Columbus, OH, October Making: The Affective-Cognitive Model, Invited presentation at the Affect and Decision Making Camp, Ohio State University, Spontaneous Effects of Task-Induced Affect on Consumer Decision Making: The Affective- Cognitive Model, Conference of the Association for Consumer Research, Montreal, October Spontaneous Effects of Task-Induced Affect on Consumer Decision Making: The Affective- Cognitive Model, Midwest Marketing Camp, Iowa City, IA (Summer 1998). The Effects of Source Credibility on Brand Attitudes and Choice: The Reverse Sleeper Effect, Conference of the Association for Consumer Research, Denver, CO, October Sneaking Up on the Consumer: Conscious versus Unconscious Effects of Internet Advertising, Midwest Marketing Camp, Iowa City, IA (Summer 1997). When Negative Information May Not be Harmful: Accessibility and Diagnosticity of Inputs as Moderators to the Negativity Effect. Conference of the Association for Consumer Research, Tuscon, AZ, October Responding to an Advertising Attack: Is It Worth Getting into a Media Brawl? Conference of the Association for Consumer Research, Minneapolis, MN, October The Effects of Message Framing on Aad, Ab, and Brand Choice: When Is What You Dislike, What You Choose? Conference of the Association for Consumer Research, Minneapolis, MN, October Effects of Positively and Negatively Frames Messages on Preferences: A Test of Contradictory Predictions. Conference of the Association for Consumer Research, Boston, MA, October Negative Comparative Ads: When Is It Good to Be Negative? Conference of the Society for Consumer Psychology, Tampa, FL, February

8 PROFESSIONAL SERVICE Associate Editor, Journal of Consumer Research (June 2005 May 2008) Editorial Review Board, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research Member, ACR Program Committee , Ad Hoc reviewer, Journal of Applied Psychology, Journal of Experimental Psychology: Applied, Management Science, Marketing Letters, Marketing Science, Organizational Behavior and Human Decision Processes, Psychological Science. Co-chair, Society for Consumer Psychology Conference, Co-Chair, Iowa State University University of Iowa Decision Making Conference, August 2000, Iowa State University. Co-Chair, Convention of the American Psychological Association, August 2000, Washington D.C. Future of Consumer Behavior panel member at the 1997 Haring Symposium, Bloomington, Indiana Reviewer for Advances in Consumer Research, Dissertation Advisor for Himanshu Mishra Dissertation Committee Member for Judy Schreiber, Stephanie Hart (Psychology), John Chambers (Psychology), Carolyn Bonifield (completed 2002), Ainsworth Bailey (completed 2000), Ann Ericson (completed 1999), Alexander Fedorikhin (completed 1998), Kathryn Braun (completed 1997), Mary Huneke (completed 1996), University of Iowa Supervised Honors Project (eleven students), University of Iowa, Supervised Independent Study Projects (two students), Markets and Management Program, Duke University, Date last revised: 11/20/05 8