Sanwa Bank, Limited, Professor of Marketing; Director of the Strategic Marketing Management Executive Program
Baba Shiv’s research is in the area of neuroeconomics. His research has predominantly focused on the role of the brain’s liking and wanting systems in shaping decisions, consumption experiences, and the memories of these experiences. The nature of the issues that he examines are: Does being denied something make people pursue it more hotly but also simultaneously like it less? Does a wine’s price tag price affect the pleasure one experiences?