Technological developments of measurement instruments over the past two decades have granted firms, policy makers and researchers the access to individual-level data of unprecedented granularity and scale. Digital footprints of online behavior provide comprehensive measurements of attitudes toward content, language use and information search. Emerging biomedical innovations such as magnetic resonance imaging (MRI), genotyping and hormonal assays quantify the building blocks of the biological processes that shape our preferences, cognition and decision-making.

I study how these technological developments may advance efficiency, productivity and innovation, and evaluate the ethical challenges that they give rise to. To this end, I develop theories and methods that allow businesses and policy makers to focus their efforts in a more targeted fashion, with the premise of better addressing the needs of their customers and delivering the right products, services and messages to the right people, at the right time. I also assess the unique threats that such technologies might impose on consumer autonomy and privacy.

I'm a marketing assistant professor at The Wharton School of the University of Pennsylvania.

Download my CV here

#749 Huntsman Hall
The Wharton School
University of Pennsylvania
3730 Walnut Street, JMHH 700
Philadelphia, PA 19104
gnave at wharton dot upenn dot edu