Jonah Berger, Chip Heath, Noah Mark, Baba Shiv, Itamar Simonson
a portion of the first author’s doctoral dissertation, conducted under supervision of the
Research Report Investment Behavior and the Negative Side of Emotion (2008)
Baba Shiv, George Loewenstein, Antoine Bechara, Hanna Damasio, Antonio R. Damasio
ABSTRACT—Can dysfunction in neural systems subserving emotion lead, under certain circumstances, to more advantageous decisions? To answer this question, we investigated how normal participants,...
Marketing actions can modulate neural representations of experienced pleasantness (2008)
Plassman, Hilke, O'Doherty, John P., Shiv, Baba, Rangel, Antonio
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,...
Marketing actions can modulate neural representations of experienced pleasantness (2008)
Plassmann, Hilke, O'Doherty, John, Shiv, Baba, Rangel, Antonion
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,...
Push Polling: The Effects of Hypothetical Questions on Decision Making (2007)
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...
Subsequent Decision Making (2007)
Gavan J. Fitzsimons, Baba Shiv
The authors contributed equally to this research and their names are listed in alphabetical order. The authors wish to thank Jim Bettman, Alexander Fedorikhin, Steve Hoch, Don Lehmann, Irwin Levin,...
The role of emotion in decision making: A cognitive neuroscience perspective (2006)
Nasir Naqvi, Baba Shiv, Antoine Bechara, Hedco Neuroscience
ABSTRACT—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...
Baba Shiv, Antoine Bechara, Irwin Levin, Joseph Alba, James Bettman, Laurette Dube, ...
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...
Marketing actions can modulate neural representations of experienced pleasantness
Plassmann, Hilke, O'Doherty, John, Shiv, Baba, Rangel, Antonio
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,...
Nonconscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making.
Fitzsimons, Gavan J, Shiv, Baba
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...
The Impact of Anticipating Satisfaction on Consumer Choice.
How do preferences change when consumers focus on the anticipated satisfaction with a purchase rather than choice? In a series of three studies, we show that preferences, both expressed and revealed,...
Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making.
Shiv, Baba, Fedorikhin, Alexander
This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to...
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages.
Shiv, Baba, Edell, Julie A, Payne, John W
This article examines the effects of negative and positive framing of ad claims on consume~s choices and attitudes. Propositions about how the extent of processing before choice affects the relative...
Rosellina Ferraro, Baba Shiv, James R. Bettman
We examine how making mortality salient affects consumer choices. We develop a new theoretical framework predicting when consumer behaviors will be more (less) indulgent when mortality is salient,...
Nonconscious Goals and Consumer Choice
Tanya L. Chartrand, Joel Huber, Baba Shiv, Robin J. Tanner
This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a...
Himanshu Mishra, Baba Shiv, Dhananjay Nayakankuppam
This article examines the effects on outcome expectancies of precise versus vague information across two contexts: prior to an action taken by the consumer (pre-action) and after the action is taken...
The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence
Leilei Gao, S. Christian Wheeler, Baba Shiv
The present research shows that when a confidently held self-view (e.g., "I am an exciting person") is temporarily cast in doubt, individuals are motivated to choose products that bolster their...