Gideon Nave

Julian De Freitas, Gideon Nave, Stefano Puntoni (2025), Ideation with Generative AI—in Consumer Research and Beyond, Journal of Consumer Research, 52 (1), pp. 18-31. https://doi.org/10.1093/jcr/ucaf012

Abstract: The use of generative AI (genAI) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing on the human creativity literature, we propose that ideation with genAI is facilitated by its productivity and semantic breadth, which are psychologically analogous to the dual pathways of persistence and flexibility in human ideation. Further, we distinguish between the utility of genAI as a key ideator versus humans as key ideator, conceptualized through the genAI ideation roles of Designer and Writer and of Interviewer and Actor. While genAI excels in generating incremental improvements, its potential for groundbreaking innovation could be unlocked by leveraging its ability to prompt human creativity. This article advances the theoretical and practical understanding of genAI in ideation for consumer research, offering numerous practical guidelines for integrating generative AI into research while emphasizing human–AI collaboration to achieve radical insights.

Lennart Meincke, Gideon Nave, Christian Terwiesch (2025), ChatGPT decreases idea diversity in brainstorming, Nature Human Behaviour. https://doi.org/10.1038/s41562-025-02173-x

Gideon Nave and Remi Daviet (2024), The Value of Genetic Data in Predicting Preferences: A Study of Food Taste, Journal of Marketing Research, 61 (6). https://doi.org/10.1177/00222437241244736

Abstract: The exponential expansion of consumer genetic testing has led to an accumulation of massive genomic data sets owned by governments and firms. The prospect of leveraging genetic data for enhancing consumers' health, well-being, and satisfaction through improved personalization, segmentation, and targeting is promising. Nonetheless, this potential has not been studied empirically to date, and it is unknown whether and when firms should invest resources into incorporating genetic data into strategies and processes. The authors address this gap in a study of taste preferences, important drivers of food and beverage consumption. Using a large U.K.-based sample, they find that with sample sizes currently available, genetic data are expected to significantly improve prediction of taste preferences above traditionally used metrics such as demographics, behavioral variables, and even past consumption, especially for tastes that are uncommon in the local diet (e.g., spicy, sour), as they are less expressed behaviorally. The authors conclude that genetic data show immense promise for prediction-based applications when other data sources are limited or uninformative. These findings could have significant implications for public health initiatives, potentially aiding development of personalized nutrition plans and dietary interventions.

Michal Gilad, Diana H. Fishbein, Gideon Nave, Nizan Geslevich Packin (2023), Science for policy to protect children in cyberspace, , 379 (6639), pp. 1294-1297. 10.1126/science.ade9447

Abstract: Children are not miniature adults. A broad range of scientific studies establish developmental, biological, cognitive, and emotional differences between children and adults that are so substantial that many legal systems recognize their bearing on the rights, liabilities, and protections afforded to children by law. Yet, in some respects, lawmakers are behind the private sector in learning, understanding, and incorporating scientific findings regarding children. The failure to use science-based policy-making and regulations compromises the law’s ability to protect children and account for their distinctive attributes, needs, and vulnerabilities. These failures are particularly evident in the protection of children in digital spaces. Despite recognized benefits of some digital technologies for children, these same technologies, when lacking appropriate regulation and monitoring, risk causing substantial harm and can be exploited by entities that prioritize profit over consumers’ long-term well-being, especially when vulnerable populations, such as children, are concerned.

Uri Barnea, Robert Meyer, Gideon Nave (2022), The Effects of Content Ephemerality on Information Processing, .

Abstract: Many marketing communications, from verbal conversations to messaging and content sharing via apps such as Snapchat, limit the number of times people can view content. How do such restrictions affect consumers’ information processing? Building on the proposition that people strategically allocate cognitive resources, the authors hypothesize that consumers of content that cannot be viewed repeatedly consider the risk of failing to process it sufficiently and, consequently, allocate more cognitive resources to its processing (e.g., by increasing viewing time). The authors test this hypothesis in ten preregistered online studies (total N = 17,620), an exploratory analysis of eye-tracking data, and a field study on Facebook's advertising platform. Across the studies, they find that making content ephemeral elevates consumers’ perceived risk of missing information; consequently, it increases attention allocation, prolongs voluntary viewing time, and magnifies focus on relevant information. These effects have important downstream consequences, including improved content comprehension and recall, enhanced positive attitudes, and increased efficiency of sponsored content placement on social media. Taken together, the findings indicate that marketers can communicate information more effectively by restricting consumers from viewing it again.

Jonah Berger, Grant Packard, Reihane Boghrati, Ming Hsu, Ashlee Humphreys, Andrea Luangrath, Sarah Moore, Gideon Nave, Christopher Olivola, Matt Rocklage (2022), Marketing Insights from Text, Marketing Letters, 33 (), pp. 365-377.

Remi Daviet, Gideon Nave, Jerry (Yoram) Wind (2021), Genetic data: potential uses and misuses in Marketing, Journal of Marketing.

Gokhan Aydogan, Remi Daviet, Richard Karlsson Linner, Todd A Hare, Joseph W. Kable, Henry R Kranzler, Christian C Ruff, Philipp D Koellinger, Gideon Nave (2021), Genetic underpinnings of risky behavior relate to altered neuroanatomy, Nature Human Behaviour.

Abstract: Previous research points to the heritability of risk-taking behaviour. However, evidence on how genetic dispositions are translated into risky behaviour is scarce. Here, we report a genetically informed neuroimaging study of real-world risky behaviour across the domains of drinking, smoking, driving and sexual behaviour in a European sample from the UK Biobank (N = 12,675). We find negative associations between risky behaviour and grey-matter volume in distinct brain regions, including amygdala, ventral striatum, hypothalamus and dorsolateral prefrontal cortex (dlPFC). These effects are replicated in an independent sample recruited from the same population (N = 13,004). Polygenic risk scores for risky behaviour, derived from a genome-wide association study in an independent sample (N = 297,025), are inversely associated with grey-matter volume in dlPFC, putamen and hypothalamus. This relation mediates roughly 2.2% of the association between genes and behaviour. Our results highlight distinct heritable neuroanatomical features as manifestations of the genetic propensity for risk taking.

Amos Nadler, Colin Camerer, David Zava, Triana L Ortiz, Neil V Watson, Justin M Carre, Gideon Nave (2019), Does testosterone impair men’s cognitive empathy? Evidence from two large-scale randomized controlled trials, Proceedings of the Royal Society B.

Abstract: The capacity to infer others' mental states (known as ‘mind reading’ and ‘cognitive empathy’) is essential for social interactions across species, and its impairment characterizes psychopathological conditions such as autism spectrum disorder and schizophrenia. Previous studies reported that testosterone administration impaired cognitive empathy in healthy humans, and that a putative biomarker of prenatal testosterone exposure (finger digit ratios) moderated the effect. However, empirical support for the relationship has relied on small sample studies with mixed evidence. We investigate the reliability and generalizability of the relationship in two large-scale double-blind placebo-controlled experiments in young men (n = 243 and n = 400), using two different testosterone administration protocols. We find no evidence that cognitive empathy is impaired by testosterone administration or associated with digit ratios. With an unprecedented combined sample size, these results counter current theories and previous high-profile reports, and demonstrate that previous investigations of this topic have been statistically underpowered.

Uri Barnea, Robert Meyer, Gideon Nave, You Only Get One Shot: Restricting the Number of Times Consumers Can Access Content Increases Their Resource Allocation During Information Processing.

Abstract: Many social media platforms, including leading apps such as Snapchat, Facebook Messenger and Telegram, limit the number of times audience can view content. We investigate how this restriction affects processing of received information. Building on the notion that people strategically allocate cognitive resources (Schneider and Shiffrin 1977), we propose that receivers increase resource allocation when processing information that they cannot reexamine. In six pre-registered studies (N = 7,048) we demonstrate that restricting people to a single view (vs. multiple views) leads to increased attention, better content recall (both cued and free recall), improved comprehension, and more favorable attitudes towards the content, as well as longer voluntary viewing time, both of the content and of ads preceding it. These results suggest that marketers can affect meaningful metrics by communicating with consumers via channels that limit their repeated access to the message.