Baba Shiv

Stanford University | SU · Graduate School of Business

The way we evaluate an experience can be influenced by contextual factors that are unrelated to the experience at hand. A prominent factor that has been shown to infuse into the evaluation processes is incidental affect. Prior research has examined the role of such incidental affect by either focusing on its valence or its arousal, while neglecting...

Individuals experience a greater frequency of interruptions than ever before. Interruptions by e-mails, phone calls, texts and other sources of disruption are ubiquitous. We examine the important unanswered question of whether interruptions can increase the likelihood that individuals will choose closure-associated behaviors. Specifically, we explo...

We introduce a novel physiologically-based methodology to consumer research—using the glycoprotein miraculin to manipulate the ability to sense and perceive specific taste elements in gustatory experiences. We apply this approach to exploring how information extrinsic (e.g., product reviews) to a product's inherent sensory facets influences reporte...

Under pressure, people often prefer what is familiar, which can seem safer than the unfamiliar. We show that such favoring of familiarity can lead to choices precisely contrary to the source of felt pressure, thus exacerbating, rather than mitigating, its negative consequences. In Experiment 1, time pressure increased participants' frequency of cho...

Consumer neuroscience is a new, burgeoning field comprising academic research at the intersection of neuroscience proper, psychology, economics, decision theory, and marketing. Its main goal is to shed light on basic questions of consumer behavior by coupling traditional, experimental, and statistical research techniques with those developed by neu...

There is a growing consensus that the brain computes value and saliency-like signals at the time of decision-making. Value signals are essential for making choices. Saliency signals are related to motivation, attention, and arousal. Unfortunately, an unequivocal characterization of the areas involved in these 2 distinct sets of processes is made di...

We show how being "jilted"-that is, being thwarted from obtaining a desired outcome-can concurrently increase desire to obtain the outcome, but reduce its actual attractiveness. Thus, people can come to both want something more and like it less. Two experiments illustrate such disjunctions following jilting experiences. In Experiment 1, participant...

There is a growing consensus that the brain computes value and saliency-like signals at the time of decision-making. Value signals are essential for making choices. Saliency signals are related to motivation, attention, and arousal. Unfortunately, an unequivocal characterization of the areas involved in these 2 distinct sets of processes is made di...

Several lines of functional neuroimaging studies have attributed a role for the insula, a critical component of the brain's emotional circuitry, in risky decision-making. However, very little evidence yet exists as to whether the insula is necessary for advantageous decision-making under risk, specifically decisions involving uncertain gains and lo...

Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human su...

Do decisions about potential gains and potential losses require different neural structures for advantageous choices? In a lesion study, we used a new measure of adaptive decision making under risk to examine whether damage to neural structures subserving emotion affects an individual's ability to make adaptive decisions differentially for gains an...

The germ for this paper was a suggestion that Chris Hsee made during a phone conversation we had as I was leaving on a trip to Iowa to explore possible collaborations with Baba Shiv and his colleagues. Chris suggested that we might want to examine the dark side of emotions (though I don’t think he used that exact language). Historically, the dark s...

This article presents a commentary on the Appraisal‐Tendency Framework (ATF) developed by Lerner and her colleagues. The article explores ways by which the ATF can be extended including (a) incorporating elements from other frameworks, (b) incorporating the role of arousal, (c) exploring individual‐difference factors, and (d) examining the neural c...

Decision making often occurs in the face of uncertainty about whether one's choices will lead to benefit or harm. The somatic-marker hypothesis is a neurobiological theory of how decisions are made in the face of uncertain outcome. This theory holds that such decisions are aided by emotions, in the form of bodily states, that are elicited during th...

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision m...

Can dysfunction in neural systems subserving emotion lead, under certain circumstances, to more advantageous decisions? To answer this question, we investigated how normal participants, patients with stable focal lesions in brain regions related to emotion (target patients), and patients with stable focal lesions in brain regions unrelated to emoti...

In this paper, we stress the contribution to basic knowledge of consumer behavior through Decision Neuroscience which combines the methods and theories of Behavioral Decision Making and Neuroscience. We will conclude by describing a planned cross-cultural study of consumer decision making using this approach. Decision Neuroscience represents a more...

Can dysfunction in neural systems subserving emotion lead, under certain circumstances, to more advantageous decisions? To answer this question, we investigated how individuals with substance dependence (ISD), patients with stable focal lesions in brain regions related to emotion (lesion patients), and normal participants (normal controls) made 20...

In this article we examine the impact of asking hypothetical questions on respondents' subsequent decision making. Across several experiments we find that even though such questions are purely hypothetical, respondents are unable to prevent a substantial biasing effect on their behavior. Further, we find that an increase in cognitive elaboration in...

In this article we examine the impact of asking hypothetical questions on respondents' subsequent decision making. Across several experiments we find that even though such questions are purely hypothetical, respondents are unable to prevent a substantial biasing effect on their behavior. Further, we find that an increase in cognitive elaboration in...

Push polling, which often involves the use of hypothetical questions in survey instruments, is a tactic that is designed to influence respondents' decision making in the guise of research. In this article, we examine the effectiveness of this increasingly popular technique. Across several experiments carried out in both a voting context and a food...