Baba Shiv's research is in the area of neuroeconomics. His research has predominantly focused on the role of the brain's liking and wanting systems in shaping decisions, consumption experiences, and the memories of these experiences. The nature of the issues that he examines are: Does being denied something make people pursue it more hotly but also simultaneously like it less? Does a wine's price tag price affect the pleasure one experiences?

Baba Shiv teaches courses at the GSB that build on his research interests. Examples of some of the courses that he teaches include, 'The Frinky Science of the Mind,' and 'Entrepreneurial Ventures in Luxury Markets.'

In his academic career spanning more than 18 years, Professor Shiv’s research has won numerous awards including most recently the William O’Dell award for an article that made the most significant, long-term contribution to marketing theory and practice. Two of his research publications received the Citation of Excellence from Emerald Management Reviews (Top 50 Management Articles in 2005 and 2009). In 2001, Professor Shiv was identified by the Marketing Science Institute as one of the future leaders of the next generation of marketing academics.

Currently the editor of the Journal of Consumer Research he is also on the editorial boards of the Journal of Consumer Psychology and the Journal of Marketing Research. Professor Shiv has also served as a consultant on issues ranging from branding and pricing to trademark infringement.