Baba Shiv
Dados Biográficos
| ID | 111303 |
|---|---|
| NOME | Baba Shiv |
| PRENOMES | Baba |
| SOBRENOME | Shiv |
| ASSINATURA | SHIV B |
| AFILIAÇÕES | Stanford University |
| VERIFICADO | Não |
| TOTAL DE OBRAS | 24 |
| TOTAL DE CITAÇÕES | 424 |
| TOTAL COMO AUTOR | 24 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 1997 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2023 |
| ÍNDICE H | 9 |
Altering experienced utility by incidental affect
The way we evaluate an experience can be influenced by contextual factors that are unrelated to the experience at hand. A prominent factor that has been shown to infuse into the evaluation processes is incidental affect. Prior research has examined the role of such incidental affect by either focusing on its valence or its arousal, while neglecting the interplay of these two components in the affect infusion process. Based on the affect-integrati…
Emotions Know Best
Making mistakes or failing at tasks is a common occurrence in human life. People can respond to and cope with failure in many ways. In this research, we examine potential advantages of relatively emotional (versus cognitive) responses to failure. In particular, we study how effort and time spent in subsequent tasks depend on whether people predominantly focus on their emotions or their cognitions as they respond to a failure. We demonstrate that,…
Self-Expression Cues in Product Rating Distributions
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
Should you Sleep on it? The Effects of Overnight Sleep on Subjective Preference‐based Choice
Conventional wisdom and studies of unconscious processing suggest that sleeping on a choice may improve decision making. Although sleep has been shown to benefit several cognitive tasks, including problem solving, its impact on everyday choices remains unclear. Here we explore the effects of ‘sleeping on it’ on preference‐based decisions among multiple options. In two studies, individuals viewed several attributes describing a set of items and we…
Does liking or wanting determine repeat consumption delay
The Product-Agnosia Effect
Consumer choice is often based on the relative visual appeal of competing products. Lay intuition, common marketing practice, and extant literature all suggest that more visual impressions help consumers distinguish products. This research shows that the opposite can occur. Rather than highlighting differences, seeing more pictures of products being compared can obfuscate perceptions, reduce distinctiveness and attractiveness of products, and inc…
Eternal Quest for the Best
A series of laboratory and field experiments reveals a detrimental effect of presenting options sequentially (one at a time) versus simultaneously (all at once) on choosers’ satisfaction with and commitment to their chosen option. This is because choosers presented with their options simultaneously tend to remain focused on the current set of options, comparing them among each other; whereas choosers presented with their options sequentially tend…
Are White Lies as Innocuous as We Think
This research examines the implications of telling an “innocent” white lie after a negative interpersonal encounter. We propose that if a white lie falls outside an acceptable range of dishonesty, cognitive dissonance will arise and produce negative affect. Deceivers will then be motivated to reduce the dissonance and will do so by engaging in behaviors that favor the wrongdoer with potentially negative consequences for the self. We test our conc…
The Lonely Consumer
Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three studies show that lonely consumers prefer minority-endorsed products, whereas nonlonely consumers prefer majority-endorsed products. However, this pattern occurs …
When Blemishing Leads to Blossoming
This research uncovers a counterintuitive effect of negative information, showing that under specifiable conditions people will be more favorably disposed to a product when a small dose of negative information is added to an otherwise positive description. This effect is moderated by processing effort and presentation order, such that the enhanced positive disposition toward the product following negative information emerges when the information …
Broadening the Scope of Consumer Research
In analyzing the types of submissions we receive, it is clear that the majority fall into one of two bins. The first category of papers consists of psychological pieces that offer theoretical advances with empirical support. These papers sometimes propose a new phenomenon and the process by which it occurs, or they dig deeper into the process underlying an established phenomenon. They provide evidence for the relation between putative causes and …
Unraveling Priming
Consumers are constantly exposed to subtle situational cues that can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral effects, and when the same prime leads to semantic activation, characterized by short-lived effects. This research proposes an activation-striving model, whi…
"The "Shaken Self
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 original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
Marketing actions can modulate neural representations of experienced pleasantness
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, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be d…
The Blissful Ignorance Effect
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 (post-action). Across three experiments, we show that with vague information individuals are more optimistic of outcomes post-action compared to pre-action; this difference is attenuated with precise information. We term this inconsistency the blissfu…
Nonconscious Goals and Consumer Choice
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 theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are grea…
Placebo Effects of Marketing Actions
The authors demonstrate that marketing actions, such as pricing, can alter the actual efficacy of products to which they are applied. These placebo effects stem from activation of expectancies about the efficacy of the product, a process that appears not to be conscious. In three experiments, the authors show that consumers who pay a discounted price for a product (e.g., an energy drink thought to increase mental acuity) may derive less actual be…
Let Us Eat and Drink, for Tomorrow We Shall Die
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, arguing that individuals focus more of their limited self-regulatory resources on domains that are important sources of self-esteem and less on domains that are not important sources. In two domains, food choice and charitable donations/socially conscio…
The Effect of Distractions While Tasting a Food Sample
This research examines the effect of distractions while sampling a food item on the subsequent choice of that item. Drawing upon research on pain, we present a two-component model, which predicts that distraction may decrease subsequent choices for the sampled item. The model asserts that the ultimate pleasure arising from the taste of a food sample depends on two components, one informational and the other affective. Further, the model proposes …
Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages
A robust finding in research on message framing is that negatively framed messages are more (less) effective than positively framed ones when the level of cognitive elaboration is high (low). However, recent research presents evidence that is contrary to previous findings: negative framing being less (more) effective than positive framing when the level of elaboration is high (low). In this article, we attempt to resolve the conflicting findings …
Nonconscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making
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 hypothetical, respondents are unable to prevent a substantial biasing effect on their behavior. Further, we find that an increase in cognitive elaboration increases the contaminative effects of hypothetical questions and that this increase occurs primarily …
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, change depending on the degree to which anticipated satisfaction is evoked. These shifts in preferences arise because, compared to choice, anticipated satisfaction elicits a mental-imaging processing strategy that is both more effort intensive and qu…
Heart and Mind in Conflict
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 alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable …
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
This article examines the effects of negative and positive framing of ad claims on consumers' choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand…
Heart and Mind in Conflict
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 alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable …
Nonconscious Goals and Consumer Choice
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 theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are grea…
"The "Shaken Self
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 original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
Let Us Eat and Drink, for Tomorrow We Shall Die
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, arguing that individuals focus more of their limited self-regulatory resources on domains that are important sources of self-esteem and less on domains that are not important sources. In two domains, food choice and charitable donations/socially conscio…
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, change depending on the degree to which anticipated satisfaction is evoked. These shifts in preferences arise because, compared to choice, anticipated satisfaction elicits a mental-imaging processing strategy that is both more effort intensive and qu…
Unraveling Priming
Consumers are constantly exposed to subtle situational cues that can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral effects, and when the same prime leads to semantic activation, characterized by short-lived effects. This research proposes an activation-striving model, whi…
The Lonely Consumer
Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three studies show that lonely consumers prefer minority-endorsed products, whereas nonlonely consumers prefer majority-endorsed products. However, this pattern occurs …
Nonconscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making
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 hypothetical, respondents are unable to prevent a substantial biasing effect on their behavior. Further, we find that an increase in cognitive elaboration increases the contaminative effects of hypothetical questions and that this increase occurs primarily …
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
This article examines the effects of negative and positive framing of ad claims on consumers' choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand…
The Effect of Distractions While Tasting a Food Sample
This research examines the effect of distractions while sampling a food item on the subsequent choice of that item. Drawing upon research on pain, we present a two-component model, which predicts that distraction may decrease subsequent choices for the sampled item. The model asserts that the ultimate pleasure arising from the taste of a food sample depends on two components, one informational and the other affective. Further, the model proposes …
Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages
A robust finding in research on message framing is that negatively framed messages are more (less) effective than positively framed ones when the level of cognitive elaboration is high (low). However, recent research presents evidence that is contrary to previous findings: negative framing being less (more) effective than positive framing when the level of elaboration is high (low). In this article, we attempt to resolve the conflicting findings …
Self-Expression Cues in Product Rating Distributions
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
Eternal Quest for the Best
A series of laboratory and field experiments reveals a detrimental effect of presenting options sequentially (one at a time) versus simultaneously (all at once) on choosers’ satisfaction with and commitment to their chosen option. This is because choosers presented with their options simultaneously tend to remain focused on the current set of options, comparing them among each other; whereas choosers presented with their options sequentially tend…
Are White Lies as Innocuous as We Think
This research examines the implications of telling an “innocent” white lie after a negative interpersonal encounter. We propose that if a white lie falls outside an acceptable range of dishonesty, cognitive dissonance will arise and produce negative affect. Deceivers will then be motivated to reduce the dissonance and will do so by engaging in behaviors that favor the wrongdoer with potentially negative consequences for the self. We test our conc…
When Blemishing Leads to Blossoming
This research uncovers a counterintuitive effect of negative information, showing that under specifiable conditions people will be more favorably disposed to a product when a small dose of negative information is added to an otherwise positive description. This effect is moderated by processing effort and presentation order, such that the enhanced positive disposition toward the product following negative information emerges when the information …
Does liking or wanting determine repeat consumption delay
Broadening the Scope of Consumer Research
In analyzing the types of submissions we receive, it is clear that the majority fall into one of two bins. The first category of papers consists of psychological pieces that offer theoretical advances with empirical support. These papers sometimes propose a new phenomenon and the process by which it occurs, or they dig deeper into the process underlying an established phenomenon. They provide evidence for the relation between putative causes and …
Should you Sleep on it? The Effects of Overnight Sleep on Subjective Preference‐based Choice
Conventional wisdom and studies of unconscious processing suggest that sleeping on a choice may improve decision making. Although sleep has been shown to benefit several cognitive tasks, including problem solving, its impact on everyday choices remains unclear. Here we explore the effects of ‘sleeping on it’ on preference‐based decisions among multiple options. In two studies, individuals viewed several attributes describing a set of items and we…
The Blissful Ignorance Effect
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 (post-action). Across three experiments, we show that with vague information individuals are more optimistic of outcomes post-action compared to pre-action; this difference is attenuated with precise information. We term this inconsistency the blissfu…
Factors Affecting the Impact of Negatively and Positively Framed Ad Messages
This article examines the effects of negative and positive framing of ad claims on consumers' choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand…
Heart and Mind in Conflict
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 alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable …
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, change depending on the degree to which anticipated satisfaction is evoked. These shifts in preferences arise because, compared to choice, anticipated satisfaction elicits a mental-imaging processing strategy that is both more effort intensive and qu…
Nonconscious and Contaminative Effects of Hypothetical Questions on Subsequent Decision Making
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 hypothetical, respondents are unable to prevent a substantial biasing effect on their behavior. Further, we find that an increase in cognitive elaboration increases the contaminative effects of hypothetical questions and that this increase occurs primarily …
The Effect of Distractions While Tasting a Food Sample
This research examines the effect of distractions while sampling a food item on the subsequent choice of that item. Drawing upon research on pain, we present a two-component model, which predicts that distraction may decrease subsequent choices for the sampled item. The model asserts that the ultimate pleasure arising from the taste of a food sample depends on two components, one informational and the other affective. Further, the model proposes …
Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages
A robust finding in research on message framing is that negatively framed messages are more (less) effective than positively framed ones when the level of cognitive elaboration is high (low). However, recent research presents evidence that is contrary to previous findings: negative framing being less (more) effective than positive framing when the level of elaboration is high (low). In this article, we attempt to resolve the conflicting findings …
Placebo Effects of Marketing Actions
The authors demonstrate that marketing actions, such as pricing, can alter the actual efficacy of products to which they are applied. These placebo effects stem from activation of expectancies about the efficacy of the product, a process that appears not to be conscious. In three experiments, the authors show that consumers who pay a discounted price for a product (e.g., an energy drink thought to increase mental acuity) may derive less actual be…
Let Us Eat and Drink, for Tomorrow We Shall Die
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, arguing that individuals focus more of their limited self-regulatory resources on domains that are important sources of self-esteem and less on domains that are not important sources. In two domains, food choice and charitable donations/socially conscio…
Marketing actions can modulate neural representations of experienced pleasantness
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, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be d…
The Blissful Ignorance Effect
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 (post-action). Across three experiments, we show that with vague information individuals are more optimistic of outcomes post-action compared to pre-action; this difference is attenuated with precise information. We term this inconsistency the blissfu…
Nonconscious Goals and Consumer Choice
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 theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are grea…
Unraveling Priming
Consumers are constantly exposed to subtle situational cues that can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral effects, and when the same prime leads to semantic activation, characterized by short-lived effects. This research proposes an activation-striving model, whi…
"The "Shaken Self
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 original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view…
Broadening the Scope of Consumer Research
In analyzing the types of submissions we receive, it is clear that the majority fall into one of two bins. The first category of papers consists of psychological pieces that offer theoretical advances with empirical support. These papers sometimes propose a new phenomenon and the process by which it occurs, or they dig deeper into the process underlying an established phenomenon. They provide evidence for the relation between putative causes and …
Are White Lies as Innocuous as We Think
This research examines the implications of telling an “innocent” white lie after a negative interpersonal encounter. We propose that if a white lie falls outside an acceptable range of dishonesty, cognitive dissonance will arise and produce negative affect. Deceivers will then be motivated to reduce the dissonance and will do so by engaging in behaviors that favor the wrongdoer with potentially negative consequences for the self. We test our conc…
The Lonely Consumer
Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three studies show that lonely consumers prefer minority-endorsed products, whereas nonlonely consumers prefer majority-endorsed products. However, this pattern occurs …
When Blemishing Leads to Blossoming
This research uncovers a counterintuitive effect of negative information, showing that under specifiable conditions people will be more favorably disposed to a product when a small dose of negative information is added to an otherwise positive description. This effect is moderated by processing effort and presentation order, such that the enhanced positive disposition toward the product following negative information emerges when the information …
Eternal Quest for the Best
A series of laboratory and field experiments reveals a detrimental effect of presenting options sequentially (one at a time) versus simultaneously (all at once) on choosers’ satisfaction with and commitment to their chosen option. This is because choosers presented with their options simultaneously tend to remain focused on the current set of options, comparing them among each other; whereas choosers presented with their options sequentially tend…
Does liking or wanting determine repeat consumption delay
The Product-Agnosia Effect
Consumer choice is often based on the relative visual appeal of competing products. Lay intuition, common marketing practice, and extant literature all suggest that more visual impressions help consumers distinguish products. This research shows that the opposite can occur. Rather than highlighting differences, seeing more pictures of products being compared can obfuscate perceptions, reduce distinctiveness and attractiveness of products, and inc…
Should you Sleep on it? The Effects of Overnight Sleep on Subjective Preference‐based Choice
Conventional wisdom and studies of unconscious processing suggest that sleeping on a choice may improve decision making. Although sleep has been shown to benefit several cognitive tasks, including problem solving, its impact on everyday choices remains unclear. Here we explore the effects of ‘sleeping on it’ on preference‐based decisions among multiple options. In two studies, individuals viewed several attributes describing a set of items and we…
Emotions Know Best
Making mistakes or failing at tasks is a common occurrence in human life. People can respond to and cope with failure in many ways. In this research, we examine potential advantages of relatively emotional (versus cognitive) responses to failure. In particular, we study how effort and time spent in subsequent tasks depend on whether people predominantly focus on their emotions or their cognitions as they respond to a failure. We demonstrate that,…
Self-Expression Cues in Product Rating Distributions
Previous research has shown that material goods can help people self-express, either because the products are themselves self-expressive (e.g., a band T-shirt) or because the products are associated with a desired group. This article examines a new signal of self-expressiveness: whether the product is polarizing—that is, whether some people strongly like the product and other people strongly dislike the product. Eight studies examine how polariza…
Altering experienced utility by incidental affect
The way we evaluate an experience can be influenced by contextual factors that are unrelated to the experience at hand. A prominent factor that has been shown to infuse into the evaluation processes is incidental affect. Prior research has examined the role of such incidental affect by either focusing on its valence or its arousal, while neglecting the interplay of these two components in the affect infusion process. Based on the affect-integrati…
Psychology (22 obras) · Social Psychology (17 obras) · Cognitive psychology (13 obras) · Consumer Behavior in Brand Consumption and Identification (12 obras) · Computer Science (9 obras) · Cognition (8 obras) · Decision-Making and Behavioral Economics (7 obras) · Behavioral Health and Interventions (6 obras) · Business (6 obras) · Economics (6 obras)