FORA.tv Speaker - Baba Shiv
Professor of Marketing and Director of the Strategic Marketing Management Executive Program, Stanford Graduate School of Business
Baba Shiv's research expertise is in the area of neuroeconomics, with emphasis on the role of neural structures related to emotion and motivation in shaping decisions and experiences. His recent work examines the interplay of the brain's "liking" and "wanting" systems and its implications for marketing, innovation, leadership, and decision making.
The issues Baba examines: Does being denied something make people pursue it more hotly and simultaneously like it less? Does a wine's price tag price affect the pleasure one experiences from consuming it? Baba has also focused his attention on the neuroeconomics behind innovation and entrepreneurship leadership in companies from Silicon Valley startups to Fortune 500 companies.
Baba is currently on the editorial boards of the Journal of Consumer Psychology, Journal of Retailing, Journal of Marketing, and the Journal of Marketing Research.
11.07.12 | 01:35:34 min
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