Consumer Psychology 101:

Baba Shiv is the Sanwa Bank, Ltd., Professor of Marketing at the Stanford Graduate School of Business. His research expertise is in the area of neuroeconomics, with specific emphasis on the role of neural structures related to emotion and motivation in shaping decisions and experiences.

Read our interview with him to learn more about:

• The brain’s “liking” and “wanting” systems and its implications for marketing, innovation and leadership
• Factors that influence the decision making process of consumers
• What consumers seek from buying experiences
• What about subscriptions appeals to consumers

Read the interview!