Professor Shiv researches how decision making and economic behavior are effected by neural structures and how brains create creativity. His public speaking events and extensive library of published research have been highly influential in the general understanding of the brain functions of creativity and motivation.
In 2010, Shiv won the American Marketing Association William F. O'Dell Award, which "recognizes the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice."[3] He won the award for his article "Placebo Effects of Marketing Actions: Consumers May Get What They Pay For", which demonstrated that high-priced placebos are more effective than low-priced ones.[4] In 2008 Shiv, along with his co-authors, Ziv Carmon, Rebecca Waber, and Dan Ariely, was awarded an Ig Nobel Prize in medicine for the same research.[5]
Select articles that cite Baba Shiv
The Wall Street Journal, How to Keep a Resolution: Forget Willpower, Reaching a Goal Means Retraining Brain to Form New Habits[6]
The Wall Street Journal, Blame It on the Brain: The latest neuroscience research suggests spreading resolutions out over time is the best approach[7]
The Wall Street Journal, To Lose Weight, Forget the Details[8]
The Wall Street Journal, Songs Stick in Teens' Heads: Research Shows Hit Songs Activate Pleasure, Reward Centers in Adolescent Brains[9]
The New York Times, More Expensive Placebos Bring More Relief[10]
The New York Times, What's My House Worth? And Now?[11]
