Baba Shiv Biography

Baba Shiv's study focuses on the function of brain structures associated with emotion and motivation in influencing decisions and experiences in the field of neuroeconomics. His most recent research looks at how the brain's "liking" and "wanting" systems interact, and how this affects marketing, innovation, leadership, and decision-making. Baba investigates the following questions: Does being denied something cause individuals to seek it more zealously while also liking it less? Does the cost of a bottle of wine influence the amount of pleasure one gets from drinking it? Baba has also studied the neuroeconomics of innovation and entrepreneurial leadership in businesses ranging from Silicon Valley startups to Fortune 500 corporations. Currently, Baba serves on the editorial boards of the Journal of Consumer Psychology, Journal of Retailing, Journal of Marketing, and Journal of Marketing Research.

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