Shiv, Baba

Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making

Shiv, B., & Fedorikhin, A. (1999) · Journal of Consumer Research

Decision-Making and Behavioral EconomicsConsumer Behavior and Marketing Influence

Cited by 2,044

Marketing actions can modulate neural representations of experienced pleasantness

Plassmann, H., O'Doherty, J., Shiv, B., & Rangel, A. (2008) · Proceedings of the National Academy of Sciences

Neural and Behavioral Psychology StudiesConsumer Market Behavior and Pricing

Cited by 1,122

Investment behavior and the negative side of emotion

Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., & Damasio, A. R. (2005) · Psychological Science

Decision-Making and Behavioral EconomicsNeural and Behavioral Psychology Studies

Cited by 485

The Role of Emotion in Decision Making: A Cognitive Neuroscience Perspective

Naqvi, N., Shiv, B., & Bechara, A. (2006) · Current Directions in Psychological Science

Neural and Behavioral Psychology StudiesDecision-Making and Behavioral Economics

Cited by 448

Nonconscious goals and consumer choice.

Chartrand, T. L., Huber, J., Shiv, B., & Tanner, R. J. (2008) · Journal of Consumer Research

Consumer Behavior in Brand Consumption and IdentificationDecision-Making and Behavioral Economics

Cited by 329

Let Us Eat and Drink, for Tomorrow We Shall Die: Effects of Mortality Salience and Self‐Esteem on Self‐Regulation in Consumer Choice

Ferraro, R., Shiv, B., & Bettman, J. R. (2005) · Journal of Consumer Research

Death Anxiety and Social ExclusionConsumer Behavior in Brand Consumption and Identification

Cited by 274

Dissociating valuation and saliency signals during decision-making

Litt, A., Plassmann, H., Shiv, B., & Rangel, A. (2011) · Cerebral Cortex

Neural and Behavioral Psychology StudiesNeurotransmitter Receptor Influence on Behavior

Cited by 272

The effects of insula damage on decision-making for risky gains and losses

Weller, J. A., Levin, I. P., Shiv, B., & Bechara, A. (2009) · Social Neuroscience

Neural and Behavioral Psychology StudiesDecision-Making and Behavioral Economics

Cited by 119

Lusting While Loathing: Parallel Counterdriving of Wanting and Liking

Litt, A., Khan, U., & Shiv, B. (2010) · Psychological Science

Decision-Making and Behavioral EconomicsEmotions and Moral Behavior

Cited by 97