TEDxStanford
Baba Shiv: Sometimes it's good to give up the driver's seat
Baba Shiv: Ponekad je dobro odreći se mjesta za upravljačem
Filmed:
Readability: 3.7
901,458 views
Godine istraživanja pokazale su činjenicu o ljudskoj prirodi koja se protivi zdravom razumu: Ponekad nas to što imamo previše izbora čini manje sretnima. To može biti točno i kod medicinske terapije. Baba Shiv predstavlja fascinantno istraživanje koje objašnjava kako izbor otvara vrata sumnji i pokazuje da bi prepuštanje kontrole - pogotovo kod odluka koje su pitanje života ili smrti - moglo biti najbolje za nas.
Baba Shiv - Neuroeconomist
Baba Shiv studies how “liking” and “wanting” shape the choices we make, and what that means in the world of marketing. Full bio
Baba Shiv studies how “liking” and “wanting” shape the choices we make, and what that means in the world of marketing. Full bio
Double-click the English transcript below to play the video.
00:16
I want to start on a slightly somber note.
0
542
3132
Započet ću u nešto sumornijem tonu.
00:19
Two thousand and seven, five years ago,
1
3674
3773
2007., prije 5 godina,
00:23
my wife gets diagnosed with breast cancer,
2
7447
3046
mojoj je ženi dijagnosticiran rak dojke,
00:26
stage IIB.
3
10493
3050
stadij IIB.
00:29
Now, looking back, the most harrowing
4
13543
2151
Gledajući unatrag, najmučniji dio
00:31
part of that experience
5
15694
1144
tog iskustva
00:32
was not just the hospital visits --
6
16838
2112
nisu bili samo odlasci u bolnicu -
00:34
these were very painful for my wife, understandably so.
7
18950
3212
oni su bili veoma bolni za moju ženu, naravno.
00:38
It was not even the initial shock of knowing
8
22162
1822
Nije to bio ni početni šok kad smo doznali
00:39
that she had breast cancer, just 39 years old,
9
23984
2104
da ima rak dojke, sa samo 39 godina,
00:41
absolutely no history of cancer in her family.
10
26088
4040
a da nitko u njenoj obitelji nije imao rak.
00:46
The most horrifying and agonizing part
11
30128
3069
Najstrašniji i najbolniji dio
00:49
of the whole experience was we were making
12
33197
2664
cijelog iskustva bile su
00:51
decisions after decisions after decisions
13
35861
1905
neprestane odluke
00:53
that were being thrust upon us.
14
37766
2068
koje smo morali donositi.
00:55
Should it be a mastectomy? Should it be a lumpectomy?
15
39834
3186
Hoćemo li mastektomiju? Ili lumpektomiju?
00:58
Should it be a more aggressive form of treatment,
16
43020
2376
Hoćemo li agresivniji oblik terapije,
01:01
given that it was stage IIB?
17
45396
1881
s obzirom na to da je u stadiju IIB?
01:03
With all the side effects?
18
47277
1536
Sa svim nuspojavama?
01:04
Or should it be a less aggressive form of treatment?
19
48813
2888
Ili ćemo se odlučiti za manje agresivan oblik terapije?
01:07
And these were being pressed upon us
20
51701
2198
A ta su nam pitanja
01:09
by the doctors.
21
53899
2276
nametali liječnici.
01:12
Now, you could ask this question,
22
56175
1467
Možda ćete pitati
01:13
why were the doctors doing this?
23
57642
1666
zašto su liječnici to radili?
01:15
Now, a simplistic answer would be,
24
59308
1783
Jednostavan odgovor bio bi
01:16
the doctors are doing this because they want to protect themselves legally.
25
61091
4368
da liječnici to čine kako bi sebe zakonski zaštitili.
01:21
I think that is too simplistic.
26
65459
1723
Ali mislim da to previše pojednostavljuje stvari.
01:23
These are well-meaning doctors,
27
67182
1477
To su dobronamjerni liječnici,
01:24
some of them have gone on to become very good friends.
28
68659
2039
neki od njih postali su nam veoma dobri prijatelji.
01:26
They probably were simply following the wisdom
29
70698
2137
Vjerojatno su tek slijedili godinama prenošenu mudrost,
01:28
that has come down the ages, this adage that when you're making decisions,
30
72835
3808
onu poslovicu koja kaže da kada donosite odluke,
01:32
especially decisions of importance,
31
76643
2423
posebno važne odluke,
01:34
it's best to be in charge, it's best to be in control,
32
79066
2939
najbolje je biti glavni,
01:37
it's best to be in the driver's seat.
33
82005
2993
najbolje je biti za upravljačem.
01:40
And we were certainly in the driver's seat,
34
84998
2057
A mi smo definitivno bili za upravljačem,
01:42
making all these decisions, and let me tell you,
35
87055
1830
donosili sve te odluke, i znajte,
01:44
if some of you had been there,
36
88885
1535
da je netko od vas bio ondje,
01:46
it was a most agonizing and harrowing experience.
37
90420
3872
bilo bi mu to najbolnije i najmučnije iskustvo.
01:50
Which got me thinking.
38
94292
1449
To me potaklo na razmišljanje.
01:51
I said, is there any validity to
39
95741
1562
Rekao sam: Postoji li ikakva valjanost
01:53
this whole adage that when you're making decisions,
40
97303
3590
te poslovice da je najbolje biti za upravljačem
01:56
it's best to take the driver's seat,
41
100893
2392
kada donosite odluke,
01:59
be in charge, be in control?
42
103285
1264
da trebate biti glavni?
02:00
Or are there contexts where we're far better off
43
104549
3544
Ili postoje situacije u kojima bi nam bilo bolje
02:03
taking the passenger's seat and have someone else drive?
44
108093
3073
zauzeti suvozačko mjesto
i dati nekome drugome da vozi?
i dati nekome drugome da vozi?
02:07
For example, a trusted financial advisor,
45
111166
1755
Na primjer, financijskom savjetniku od povjerenja,
02:08
could be a trusted doctor, etc.
46
112921
3060
možda liječniku od povjernja, itd.
02:11
And since I study human decision making,
47
115981
2152
Budući da proučavam kako ljudi donose odluke,
02:14
I said, I'm going to run some studies
48
118133
3184
rekao sam: Provest ću nekoliko istraživanja
02:17
to find some answers.
49
121317
1480
kako bih pronašao odgovore.
02:18
And I'm going to share one of these studies with you today.
50
122797
2232
Danas ću jedno od tih istraživanja podijeliti s vama.
02:20
So, imagine that all of you are participants in the study.
51
125029
4248
Zamislite da ste sudionici istraživanja.
02:25
I want to tell you that what you're going to do in the study is
52
129277
3177
Reći ću vam da ćete u ovom istraživanju
02:28
you're going to drink a cup of tea.
53
132454
2535
popiti šalicu čaja.
02:30
If you're wondering why, I'll tell you why in a few seconds from now.
54
134989
4133
Ako se pitate zašto, reći ću vam to za nekoliko sekundi.
02:35
You are going to solve a series of puzzles,
55
139122
2620
Riješit ćete niz zagonetki,
02:37
and I'm going to show you examples of these puzzles momentarily.
56
141742
3929
a ja ću vam uskoro pokazati primjere tih zagonetki.
02:41
And the more puzzles you solve,
57
145671
1615
I što više zagonetki riješite,
02:43
the greater the chances that you'll win some prizes.
58
147286
3390
veća je vjerojatnost da ćete osvojiti neke nagrade.
02:46
Now, why do you have to consume the tea?
59
150676
2208
Zašto morate konzumirati čaj?
02:48
Why? Because it makes a lot of sense.
60
152884
1504
Zašto? Zato što to baš ima smisla.
02:50
In order to solve these puzzles effectively,
61
154388
2736
Kako biste učinkovito rješavali ove zagonetke,
02:53
if you think about it, your mind needs to be in two states simultaneously.
62
157124
3648
ako promislite, vaš um istovremeno mora biti u dva stanja.
02:56
Right? It needs to be alert,
63
160772
3075
Zar ne? Mora biti na oprezu,
02:59
for which caffeine is very good.
64
163847
2862
za što je kofein vrlo dobar.
03:02
Simultaneously, it needs to be calm.
65
166709
2944
Istovremeno mora biti i smiren.
03:05
Not agitated, calm. For which chamomile is very good.
66
169653
5688
Ne uzrujan, već smiren. Za to je dobra kamilica.
03:11
Now comes the between-subjects design,
67
175341
2855
Sada dolazi dizajn između subjekata,
03:14
the AB design, the AB testing.
68
178196
1480
AB dizajn, AB testiranje.
03:15
So what I'm going to do is randomly assign you
69
179676
1776
Nasumce ću vas raspodijeliti
03:17
to one of two groups.
70
181452
2001
u dvije grupe.
03:19
So imagine that there is an imaginary line out here,
71
183453
2743
Zamislite da ovdje između vas postoji linija
03:22
so everyone here will be group A,
72
186196
3033
pa će svi ovdje biti grupa A,
03:25
everyone out here will be group B.
73
189229
2535
a svi ovdje bit će grupa B,
03:27
Now, for you folks, what I'm going to do is
74
191764
3209
Vama ću sada
03:30
I'm going to show you these two teas,
75
194973
1903
pokazati ova dva čaja
03:32
and I'm asking you, I'll go ahead and ask you,
76
196876
2128
i pitat ću vas
03:34
to choose your tea. So you can choose which of the two tea you want.
77
199004
2761
da odaberete jedan čaj. Dakle,
možete odlučiti koji od ova dva čaja želite.
možete odlučiti koji od ova dva čaja želite.
03:37
You can decide, what is your mental state:
78
201765
2280
Možete odlučiti koje je vaše mentalno stanje.
03:39
Okay, I'm going to choose the caffeinated tea,
79
204045
2013
U redu, ja ću odabrati čaj s kofeinom,
03:41
I'm going to choose the chamomile tea.
80
206058
1208
odabrat ću čaj od kamilice.
03:43
So you're going to be in charge,
81
207266
1422
Vi ćete biti zaduženi za odluke,
03:44
you're going to be in control, you're going to be in the driver's seat.
82
208688
3821
vi ćete biti glavni, vi ćete biti za upravljačem.
03:48
You folks, I'm going to show you these two teas,
83
212509
3219
Vama ću pokazati ova dva čaja,
03:51
but you don't have a choice.
84
215728
2093
ali vi nemate izbora.
03:53
I'm going to give you one of these two teas,
85
217821
2251
Dat ću vam jedan od ta dva čaja,
03:55
and keep in mind, I'm going to pick one of these
86
220072
2224
i imajte na umu da ću nasumce odabrati jedan
03:58
two teas at random for you.
87
222296
1942
od ta dva čaja za vas.
04:00
And you know that.
88
224238
1732
I vi to znate.
04:01
So if you think about it, this is an extreme case scenario,
89
225970
2649
Ako razmislite o tome, ovo je scenarij krajnjeg slučaja,
04:04
because in the real world,
90
228619
1248
zato što u stvarnom svijetu
04:05
whenever you are taking passenger's seat,
91
229867
2151
svaki put kada zauzimate suvozačko mjesto,
04:07
very often the driver is going to be someone you trust,
92
232018
2521
vozač će vrlo često biti netko kome vjerujete,
04:10
an expert, etc. So this is an extreme case scenario.
93
234539
4520
neki stručnjak, itd. Dakle, to je primjer krajnjeg slučaja.
04:14
Now, you're all going to consume the tea.
94
239059
4961
Sada ćete svi popiti čaj.
04:19
So imagine that you are taking the tea now,
95
244020
1390
Zamislite da sada pijete čaj,
04:21
we'll wait for you to finish the tea.
96
245410
1953
pričekat ćemo da ga popijete.
04:23
We'll give another five minutes for the ingredient to have its effects.
97
247363
3866
Pričekat ćemo još 5 minuta kako bi sastojci počeli djelovati.
04:27
Now you're going to have 30 minutes to solve 15 puzzles.
98
251229
5658
Sada ćete imati 30 minuta da riješite 15 zagonetki.
04:32
Here's an example of the puzzle you're going to solve.
99
256887
3066
Evo primjera zagonetke kakvu ćete rješavati.
04:35
Anyone in the audience want to take a stab?
100
259953
2321
Želi li itko iz publike pokušati?
04:38
(Audience: Pulpit.) Baba Shiv: Whoa!
101
262274
2015
(Publika: Pulpit.) Baba Shiv: Opa!
04:40
Okay, that's cool.
102
264289
1609
U redu, to je dobro.
04:41
Yeah, so what we do if we had you, who will get the answer,
103
265898
2593
Kad bismo imali vas, koji ćete dokučiti odgovor,
04:44
as a participant, we would have calibrated the difficulty level
104
268491
4143
kao sudionika, kalibrirali bismo
04:48
of the puzzles to your expertise.
105
272634
1959
težinu zagonetki prema vašoj stručnosti.
04:50
Because we want these puzzles to be difficult.
106
274593
2080
Zato što želimo da te zagonetke budu teške.
04:52
These are tricky puzzles because your first instinct
107
276673
2512
To su nezgodne zagonetke zato je vaš prvi instinkt
04:55
is to say "tulip," and then you have to unstick yourself.
108
279185
4604
odgovoriti "tulip", a onda se morate izvući.
04:59
Right? So these have been calibrated to your level of expertise.
109
283789
3497
Zar ne? Ove su kalibrirane prema vašoj razini stručnosti.
05:03
Because we want this to be difficult, and I'll tell you why momentarily.
110
287286
4024
Zato što želimo da bude teško i ubrzo ću vam reći zašto.
05:07
Now, here's another example.
111
291310
2480
Evo još jednog primjera.
05:09
Anyone? It's much more difficult.
112
293790
2251
Bilo tko? Ovo je mnogo teže.
05:11
(Audience: Embark.) BS: Yeah, wow. Okay.
113
296041
2208
(Publika: Embark.) BS: Aha, odlično. U redu.
05:14
So, yeah, so this is again difficult.
114
298249
1937
Pa, da, ovo je opet teško.
05:16
You will say "kambar," then you will have to go, "maker,"
115
300186
1710
Reći ćete "kambar", onda morate reći "maker",
05:17
and all that, and then you can unstick yourself.
116
301896
2025
i sve ovo, a onda se možete izvući.
05:19
Okay, so you have 30 minutes now to solve these 15 puzzles.
117
303921
4402
U redu, sada imate 30 minuta za rješavanje 15 zagonetki.
05:24
Now, the question we're asking here
118
308323
2424
Pitanje koje ovdje postavljamo
05:26
is in terms of the outcome,
119
310747
2078
u vidu ishoda,
05:28
in terms of the number of puzzles solved,
120
312825
1808
u vidu broja riješenih zagonetki,
05:30
will you in the driver's seat
121
314633
2992
jest hoćete li vi za upravljačem
05:33
end up solving more puzzles,
122
317625
1840
riješiti više zagonetki,
05:35
because you are in control, you could decide which tea you will choose,
123
319465
2984
zato što ste glavni, možete odlučiti koji čaj ćete odabrati,
05:38
or would you be better off,
124
322449
2265
ili će vama biti bolje
05:40
in terms of the number of puzzles solved?
125
324714
2470
u vidu broja riješenih zagonetki?
05:43
And systemically what we will show,
126
327184
2868
A ono što ćemo pokazati,
05:45
across a series of studies,
127
330052
1440
kroz niz istraživanja,
05:47
is that you, the passengers,
128
331492
2183
jest da ćete vi suvozači,
05:49
even though the tea was picked for you at random,
129
333675
3630
iako je netko drugi nasumce izabrao čaj za vas,
05:53
will end up solving more puzzles than you, the drivers.
130
337305
4186
riješiti više zagonetki nego vi vozači.
05:57
We also observe another thing,
131
341491
3025
Promatramo još jednu stvar:
06:00
and that is, you folks not only are solving fewer puzzles,
132
344516
2248
ne samo da ćete vi riješiti manje zagonetki,
06:02
you're also putting less juice into the task.
133
346764
2951
već ćete uložiti manje energije u zadatak.
06:05
Less effort, you're less persistent, and so on.
134
349715
2896
Manje truda, niste toliko uporni, i tako dalje.
06:08
How do you know that?
135
352611
1143
Kako to znamo?
06:09
Well we have two objective measures.
136
353754
2569
Imamo dva objektivna mjerila.
06:12
One is, what is the time, on average, you're taking
137
356323
2871
Prvo: koliko vam vremena u prosjeku treba
06:15
in attempting to solve these puzzles?
138
359194
1929
pri pokušaju da riješite te zagonetke?
06:17
You will spend less time compared to you.
139
361123
3656
Vi ćete potrošiti manje vremena u usporedbi s vama.
06:20
Second, you have 30 minutes to solve these,
140
364779
2048
Drugo: imate 30 minuta da ih riješite,
06:22
are you taking the entire 30 minutes, or are you giving up
141
366827
1968
hoćete li potrošiti svih 30 minuta ili ćete odustati
06:24
before the 30 minutes elapse?
142
368795
1529
prije nego tih 30 minuta istekne?
06:26
You will be more likely to give up before the 30 minutes elapse compared to you.
143
370324
5005
Veća je vjerojatnost da ćete vi odustati
prije nego 30 minuta istekne, u usporedbi s vama.
prije nego 30 minuta istekne, u usporedbi s vama.
06:31
So, you're putting in less juice, and therefore the outcome:
144
375337
2909
Dakle, ulažete manje energije i stoga je ishod
06:34
fewer puzzles solved.
145
378246
3600
manje riješenih zagonetki.
06:37
Now, that brings us now to, why does this happen?
146
381846
4201
To nas dovodi do pitanja zašto se to događa.
06:41
And under what situations, when would we see this pattern of results
147
386047
4200
I kad bismo, pod kojim uvjetima, vidjeli taj uzorak rezultata
06:46
where the passenger is going to show better, more favorable outcomes
148
390247
3881
gdje suvozač ima bolje, povoljnije rezultate
06:50
compared to the driver?
149
394128
2740
u usporedbi s vozačem?
06:52
It all has to do with when you face what I call the INCA.
150
396868
4960
To sve ima veze sa suočavanjem s onim što ja zovem INCA.
06:57
It's an acronym that stands for
151
401828
2119
To je akronim za
06:59
the nature of the feedback you're getting after you've made the decision.
152
403947
4089
prirodu povratne informacije
koju dobijete nakon što donesete odluku.
koju dobijete nakon što donesete odluku.
07:03
So, if you think about it, in this particular puzzle task,
153
408036
2615
Pa, ako razmislite, u ovoj konkretnoj zagonetki,
07:06
it could happen in investing in the stock market,
154
410651
1880
moglo bi se to dogoditi kod ulaganja na burzi,
07:08
very volatile out there, it could be the medical situation --
155
412531
2512
koja je vrlo nestabilna, ili u zdravstvenoj situaciji -
07:10
the feedback here is immediate.
156
415043
2843
tu je povratna informacija trenutna.
07:13
You know the feedback, whether you're solving the puzzles or not.
157
417886
3453
Znate povratnu informaciju, rješavali zagonetku ili ne.
07:17
Right? Second, it is negative.
158
421339
2514
Zar ne? Kao drugo, negativno je.
07:19
Remember, the deck was stacked against you.
159
423853
2579
Zapamtite, karte se ne okreću u vašu korist,
07:22
In terms of the difficulty level of these puzzles.
160
426432
2567
po pitanju teškoće ovih zagonetki.
07:24
And this can happen in the medical domain.
161
428999
1720
A to se može dogoditi u području medicine.
07:26
For example, very early on in the treatment,
162
430719
2088
Na primjer, vrlo rano u terapiji,
07:28
things are negative, the feedback, before things become positive.
163
432807
3416
povratana je informacija negativna,
prije nego postane pozitivna.
prije nego postane pozitivna.
07:32
Right? It can happen in the stock market.
164
436223
1881
Zar ne? To se može dogoditi na burzi.
07:34
Volatile stock market, getting negative feedback that's also immediate.
165
438104
3623
Nestabilna burza, odmah se dobiva
negativna povratna informacija.
negativna povratna informacija.
07:37
And the feedback in all these cases is concrete.
166
441727
2856
A povratna je informacija
u svim ovim slučajevima konkretna.
u svim ovim slučajevima konkretna.
07:40
It's not ambiguous; you know if you've solved the puzzles or not.
167
444583
3218
Nije nejasna; znate jeste li riješili zagonetku ili niste.
07:43
Now, the added one, apart from this immediacy,
168
447801
3954
Osim ove trenutnosti,
07:47
negative, this concreteness,
169
451755
3353
koja je negativna, ta konkretnost,
07:51
now you have a sense of agency.
170
455108
3896
sada imate osjećaj djelovanja.
07:54
You were responsible for your decision.
171
459004
2970
Bili ste odgovorni za svoju odluku.
07:57
So what do you do?
172
461974
1394
I, što ćete učiniti?
07:59
You focus on the foregone option.
173
463368
2664
Usredotočite se na mogućnost koja je prošla.
08:01
You say, you know what? I should have chosen the other tea.
174
466032
3680
Kažete: Znate što? Trebao sam odabrati drugi čaj.
08:05
(Laughter)
175
469712
3196
(Smijeh)
08:08
That casts your decision in doubt,
176
472908
2746
To dovodi vašu odluku u pitanje,
08:11
reduces the confidence you have in the decision,
177
475654
2493
smanjuje pouzdanje koje imate u odluku,
08:14
reduces the confidence you have in the performance,
178
478147
2376
smanjuje pouzdanje koje imate u izvedbu,
08:16
the performance in terms of solving the puzzles.
179
480523
1976
izvedbu po pitanju rješavanja zagonetki.
08:18
And therefore less juice into the task,
180
482499
2328
I stoga je manje energije uloženo u zadatak,
08:20
fewer puzzles solved, a less favorable outcome compared to you folks.
181
484827
4912
riješi se manje zagonetki, ostvari se
slabiji rezultat u usporedbi s vama.
slabiji rezultat u usporedbi s vama.
08:25
And this can happen in the medical domain, if you think about it.
182
489739
2408
A to se može dogoditi u području zdravstva, ako razmislite.
08:28
Right? A patient in the driver's seat, for example.
183
492147
2264
Zar ne? Na primjer, pacijent je za upravljačem.
08:30
Less juice, which means keeping herself or himself
184
494411
3439
Manje energije, što znači da se ne održava
08:33
less physically fit, physically active to hasten the recovery process,
185
497850
4089
toliko fizički u formi, fizički aktivnim
kako bi se ubrzao proces oporavka,
kako bi se ubrzao proces oporavka,
08:37
which is what is often advocated. You probably wouldn't do that.
186
501939
3717
što se često preporučuje. Vjerojatno to ne biste učinili.
08:41
And therefore, there are times when you're facing the INCA,
187
505656
5139
I stoga, kada se suočavate s INCA-om,
08:46
when the feedback is going to be immediate, negative,
188
510795
3856
povratna informacija bit će trenutna, negativna,
08:50
concrete, and you have the sense of agency,
189
514651
2456
konkretna i imate osjećaj djelovanja,
08:53
where you're far better off taking the passenger's seat
190
517107
2984
gdje vam je bolje kada sjednete na suvozačko sjedalo
08:55
and have someone else drive.
191
520091
3585
i pustite da netko drugi vozi.
08:59
Now, I started off
192
523676
1168
Započeo sam
09:00
on the somber note.
193
524844
1984
u sumornom tonu.
09:02
I want to finish up on a more upbeat note.
194
526828
1672
Želio bih završiti optimistično.
09:04
It has now been five years, slightly more than five years,
195
528500
3412
Prošlo je već 5 godina, nešto malo više od 5 godina,
09:07
and the good news, thank God,
196
531912
1728
a dobra je vijest, hvala Bogu,
09:09
is that the cancer is still in remission.
197
533640
4784
da je rak još uvijek u remisiji.
09:14
So it all ends well,
198
538424
2137
I tako sve dobro završi,
09:16
but one thing I didn't mention was
199
540561
2560
ali ono što vam nisam spomenuo
09:19
that very early on into her treatment,
200
543121
3807
jest da smo u vrlo ranom stadiju terapije
09:22
my wife and I decided that we will take the passenger's seat.
201
546928
3810
moja žena i ja odlučili sjesti na suvozačko mjesto.
09:26
And that made so much of a difference
202
550738
2244
I to je učinilo veliku razliku
09:28
in terms of the peace of mind that came with that,
203
552982
2756
po pitanju unutarnjeg mira koji je došao s time,
09:31
we could focus on her recovery.
204
555738
1743
mogli smo se usredotočiti na njezin oporavak.
09:33
We let the doctors make all the decisions,
205
557481
2968
Dopustili smo liječnicima da donesu sve odluke,
09:36
take the driver's seat.
206
560449
2097
da sjednu za upravljač.
09:38
Thank you.
207
562546
1743
Hvala.
09:40
(Applause)
208
564289
2803
(Pljesak)
ABOUT THE SPEAKER
Baba Shiv - NeuroeconomistBaba Shiv studies how “liking” and “wanting” shape the choices we make, and what that means in the world of marketing.
Why you should listen
Does a bottle of wine’s price tag price affect the pleasure one experiences in buying and drinking it? Does getting immediate feedback on a choice lead a person to doubt their decision? Does being denied something make people pursue it more hotly while simultaneously liking it less? Over his academic career, Baba Shiv has researched these questions in neuroeconomics, winning awards like the William O’Dell prize for an article that made a significant, long-term contribution to marketing theory and practice. Two of Professor Shiv's publications have received the Citation of Excellence from Emerald Management Reviews, and his research has been been featured on "The Tonight Show with Jay Leno" and on NPR's "Radiolab," as well as in the Financial Times, The New York Times, and The Wall Street Journal.
A professor at Stanford's Graduate School of Busines , Shiv is the director of the Strategic Marketing Management Executive Program and teaches several popular MBA courses including “The Frinky Science of the Mind” and “Entrepreneurial Ventures in Luxury Markets.” He served as the editor of the Journal of Consumer Research and is also on the editorial boards of the Journal of Consumer Psychology, Journal of Retailing, Journal of Marketing and the Journal of Marketing Research.
Baba Shiv | Speaker | TED.com