BABA SHIV Department of Marketing Tippie College of Business Iowa City, IA 52242-1000 (319) 335-0932; e-mail: baba-shiv@uiowa.edu 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, Madras, India (Mechanical-Honors), 1983 ACADEMIC EXPERIENCE 2005 (June) - Associate Professor of Marketing (with tenure), Graduate School of Business, Stanford University 2002-2005 Associate Professor 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 EXPERIENCE Area Sales Manager, Vadilal Enterprises Limited, Bombay, India (1989-91) Managed the entire product launch of their ice cream in South India. Branch Manager, Blow Plast Limited, India (1988-89) Managed the sales function and new product introductions (molded luggage and toys). Sales Engineer, Larsen & Toubro Limited, India (1983-86) 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 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, 8 th 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, 7 th 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, 7 th 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, 6 th 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 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, Consumer Behavior, Marketing Strategy. 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), 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), 12. Ferraro, R., Shiv, B., and Bettman, J. R. (forthcoming), 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. 13. Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., and Damasio, A. (forthcoming), Investment Behavior and the Dark Side of Emotion. Psychological Science. 14. Bechara, A., Shiv, B., and Naqvi, N. (forthcoming), Decision Neuroscience: Present and the Future, Current Directions in Psychological Science.
15. Shiv, B., Carmon Z., and Ariely D. (forthcoming), Placebo Effects of Marketing Actions: Consumers May Get What They Pay For, Lead paper to appear in the November 2005 issue of the Journal of Marketing Research. SELECTED RESEARCH IN PROGRESS 1. Shiv, B. et al., Decision Neuroscience. Under review at Marketing Letters. 2. Levin, I., Shiv, B., Bechara, A., Damasio, H., and Damasio, A., Interplay of Affect and Cognition in Decision Making: Comparing Neurologically Impaired Patients and Controls. 3. Shiv, B. and Fitzsimons, G., The Effects of Negative versus Positive Self-Assertions in Self-Regulation Failures. 4. Chartrand, T., Shiv, B., and Huber J., 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. INVITED AND REFEREED CONFERENCE PRESENTATIONS Placebo Effects in Marketing Contexts, Invited presentation at the 2005 Stern Summer Research Camp, New York University, May 2005. Placebo Effects in Marketing Contexts, Invited presentation at University of California, Los Angeles, May 2005. Placebo Effects in Marketing Contexts, Invited presentation at McGill University, April 2005. Placebo Effects in Marketing Contexts, Invited presentation at Tulane University, October 2004. Placebo Effects in Marketing Contexts, Conference of the Association for Consumer Research, Portland, October 2004. Consumer Emotions and Experiences in Context, ACR Doctoral Consortium, October 2004. 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 2004.
Investment Behavior and the Dark Side of Emotion, BDRM Conference, Duke University, April 2004. Placebo Effects in Marketing Contexts: Influence of Sales Promotions on the Efficacy of Health Supplements, BDRM Conference, Duke University, April 2004. Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of California, Berkeley, March, 2004. Effects of Non-Conscious Goal Priming on Consumer Choice Behavior, Conference of the Society for Consumer Psychology, San Francisco, February 2003. Effects of Distraction while Tasting a Food Sample, Conference of the Society for Consumer Psychology, San Francisco, February 2004. Effects of Distraction while Tasting a Food Sample, Invited presentation at Stanford University, January, 2004. Effects of Distraction while Tasting a Food Sample, Invited presentation at Carnegie Mellon University, December, 2003. Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of Houston, November 2003. Role of Anticipating Satisfaction in Decision Making: A Diary of my Research, ACR Doctoral Consortium, October 2003. 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 2003. Investment Behavior and the Dark Side of Emotion, Conference of the Association for Consumer Research, Toronto, Canada, October 2003. Consumer Strategies to Avoid Decision Conflict, Discussion Leader, Conference of the Association for Consumer Research, Toronto, Canada, October 2003. Effects of Distraction while Tasting a Food Sample, Invited presentation at the University of Michigan, September 2003. Effects of Distraction while Tasting a Food Sample Invited presentation at the Marketing Department Research Camp, INSEAD, France, July 2003. 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 2003.
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 2003. Effects of Anticipating Satisfaction on Product Returns, Conference of the Association for Consumer Research, Atlanta, Georgia, October 2002. 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 2002. 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 2002. Neuroscience and the Unconscious, Invited presentation at the 2001 UC Berkeley Invitational Choice Symposium, June 2001. The Impact of Hypothetical Questions on Decision Making, Invited presentation at Wharton School, April 2001. The Impact of Hypothetical Questions on Decision Making, Invited presentation at the University of Chicago, March 2001. The Impact of Hypothetical Questions on Decision Making, Invited presentation at the University of Toronto, March 2001. Role of Stimulus-Induced Affect on Choice: The Affective-Cognitive Model, Invited Presentation at MSI s Young Scholar Program, Park City, Utah, January 2001. Spontaneous versus Controlled Influences of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Conference of the Association for Consumer Research, Salt Lake City, Utah, October 2000. Spontaneous versus Controlled Influences of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Invited presentation at the University of Colorado, Boulder, CO, August 2000. Spontaneous versus Controlled Influences of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Iowa State University University of Iowa Decision Making Conference, Iowa State University, Ames, IA, August 2000. The Impact of Anticipating Satisfaction on Consumer Choice, Invited presentation at the Hong Kong University of Science and Technology, Hong Kong, June 2000.
Spontaneous versus Controlled Influences of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Invited presentation at the University of Houston, Houston, TX, April 2000. Pushpolling: The Role of Presuppositions in Decision Making, Conference of the Association for Consumer Research, Columbus, OH, October 1999. The Impact of Anticipating Satisfaction on Choice, Conference of the Association for Consumer Research, Columbus, OH, October 1999. Spontaneous versus Controlled Influences of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Invited presentation at the Affect and Decision Making Camp, Ohio State University, 1999. Spontaneous Effects of Task-Induced Affect on Consumer Decision Making: The Affective-Cognitive Model, Conference of the Association for Consumer Research, Montreal, October 1998. 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 1997. 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 1996. Responding to an Advertising Attack: Is It Worth Getting into a Media Brawl? Conference of the Association for Consumer Research, Minneapolis, MN, October 1995. 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 1995. Effects of Positively and Negatively Frames Messages on Preferences: A Test of Contradictory Predictions. Conference of the Association for Consumer Research, Boston, MA, October 1994. Negative Comparative Ads: When Is It Good to Be Negative? Conference of the Society for Consumer Psychology, Tampa, FL, February 1994. 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 2001-2003, 2005 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, 2006. 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, 1996-2001 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, 1996-2005 Supervised Independent Study Projects (two students), Markets and Management Program, Duke University, 1995-96 COLLEGE SERVICE Member, Undergraduate Program Committee, Tippie College of Business, 2002- Member, Elected Faculty Council, Tippie College of Business, 2000-2002 Member, Recruitment Committee, Department of Marketing, 1996-2003 Member, Ph.D. Curriculum Committee, Department of Marketing, 1996-2002 Member, Strategic Planning Committee, College of Business, 1998-1999 Member, Computing Committee, College of Business, 1996-1998 Helped create and run the Judgment and Decision Making Bi-Weekly Seminar Series, a forum for faculty and Ph. D. students across different disciplines (Marketing, Management and Organization, Finance, Management Sciences, Psychology, Medicine, and Neuro-science). The seminar series is now completing its 8 th year since inception. Date last revised: 5/09/05