Gideon
Nave
Exploring the computational and biological building blocks of the human mind, my research investigates how neural and physiological systems give rise to judgment and choice, and how emerging technologies measure, model, and increasingly influence those same processes. By integrating biological, computational, and cognitive perspectives, I aim to understand behavior in a world where human thought and technological systems continuously shape one another.
Research Areas
Featured Publications
Does Testosterone Affect Cognitive Reflection? Evidence from a Double-Blind, Randomized Controlled Study of 1,000 Participants
Knight, E.*, Nave, G*., Apicella, C., Dreber, A., Geniole, S., Johannesson, M., Manfredi, D., Mehta, P., Shaw, S.D., Proietti, V., Stanton, S.J., Luberti, F., Ortiz, T., Bonin, P.L., & Carré, J. (* Equal contribution)
Psychological Science, forthcoming
At the Intersection of
Science & Markets
I am the Carlos and Rosa de la Cruz Associate Professor of Marketing at The Wharton School, University of Pennsylvania. Originally trained as an electrical engineer, I designed systems in silico that perceive, decide, and learn. I earned my PhD in Computation and Neural Systems at Caltech, where my research sought to reverse engineer the cognitive and biological processes underlying human judgment and decision-making.
My research portfolio encompasses three interconnected areas: consumer neuroscience, investigating the biological underpinnings of behavior through neuroimaging and genetic analysis; psychology of technology, exploring how digital footprints and AI shape consumer autonomy and privacy; and meta-science, advancing the replicability and rigor of behavioral research.
Through these areas, I develop theories and methods that help businesses and policymakers deliver better products and services while evaluating the ethical challenges posed by emerging measurement technologies.
Position
Carlos and Rosa de la Cruz Associate Professor of Marketing
The Wharton School, University of Pennsylvania
Office
#749 Huntsman Hall
3730 Walnut Street, JMHH 700
Philadelphia, PA 19104
Contact
gnave@wharton.upenn.edu