Research

Innovating with Generative AI: A Human Bottleneck Framework

Julian De Freitas, Ayelet Israeli, Gideon Nave, Artem Timoshenko, Olivier Toubia

SSRN Working Paper

We propose a human bottleneck perspective for understanding how generative AI transforms the innovation process. The central premise is that many constraints traditionally plaguing the innovation process are cognitive and social in origin, rooted in how people generate ideas, evaluate novelty, and communicate through social systems. Generative AI does not act uniformly on these constraints—at each stage, it can deepen some bottlenecks while alleviating others. We identify bottlenecks in four stages of the innovation process: ideation, screening and testing, preference measurement and consumer insight, diffusion, and market learning.

AI and Its Impact on Creativity and Diversity: An Empirical Study of LLM-Generated Product Ideas

Christian Terwiesch, Lennart Meincke, Karan Girotra, Ethan Mollick, Gideon Nave, Karl T. Ulrich

arXiv preprint

This research examines how well large language models generate new product ideas for college students priced under $50. LLM-generated product ideas have higher average quality than human ideas and are 7 times more likely to rank in the top 10%. However, AI-generated ideas are less novel at the idea level and less diverse at the set level. The study investigates techniques to mitigate this diversity loss, including pooling ideas across vendors, prompt engineering, and creative agents.

Investigating the replicability of the social and behavioral sciences

Tyner, A. H., et al.

Nature

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

Thinking—Fast, Slow, and Artificial: How AI is Reshaping Human Reasoning and the Rise of Cognitive Surrender

Shaw, S., & Nave, G.

SSRN Working Paper, SSRN 6097646

Effects of Psychological Distance on Mental Abstraction: A Registered Report of Four Tests of Construal-Level Theory

Calderon, S., Mac Giolla, E., Ask, K., et al.

Advances in Methods and Practices in Psychological Science, Vol. 9, No. 2, pp. 1–29

An international multilab study (N = 11,775 across 27 countries) testing four basic hypotheses derived from construal-level theory (CLT). The study found limited evidence for CLT's predictions that psychological distance (temporal, spatial, social, or likelihood) increases construal-level abstraction, presenting a critical challenge for the theory.

Advice quality and source disclosure shape trust in AI-generated ethical advice

Nave, G. et al.

Scientific Reports, s41598-026-44258-1

Can AI deliver ethical advice of expert quality? Will humans trust it? We find that people perceive AI-generated ethical advice (GPT-4) to be on par with expert advice, with 57% preferring AI advice in direct choice. While humans initially exhibit strong algorithm aversion (72.6% prefer human ethical advisors), this aversion significantly diminishes after experiencing AI advice quality firsthand, suggesting trust in algorithmic ethical reasoning may be more malleable than previously assumed.

Mendelian Randomization in Marketing: Leveraging Genetic Data for Causal Inference

Ouyang, M., Liu, X., Nave, G., & Singh, V.

SSRN Working Paper, SSRN 5499302

Investigating the effects of single-dose intranasal testosterone on economic preferences in a large, randomized trial of men

Dreber, A., Johannesson, M., Nave, G., Apicella, C. L., Geniole, S. N., Imai, T., Knight, E., Manfredi, D., Mehta, P. H., Proietti, V., Stanton, S. J., & Carré, J. M.

Proceedings of the National Academy of Sciences, 122(39), e2508519122

ChatGPT decreases idea diversity in brainstorming

Meincke, L., Nave, G., & Terwiesch, C.

Nature Human Behaviour, 1-3

Ideation with generative AI—in consumer research and beyond

De Freitas, J., Nave, G., & Puntoni, S.

Journal of Consumer Research, 52(1), 18-31

Calculated Punishment

Chen, F., Nave, G., & Wang, L.

Journal of Business Ethics, 200(3), 715-731

Examining the replicability of online experiments selected by a decision market

Holzmeister, F., Johannesson, M., Camerer, C.F., Chen, Y., Ho, T.H., Hoogeveen, S., Huber, J., Imai, N., Imai, T., Jin, L., Kirchler, M., Ly, A., Mandl, B., Manfredi, D., Nave, G., Nosek, B.A., Pfeiffer, T., Sarafoglou, A., Schwaiger, R., Wagenmakers, E., Waldén, V., & Dreber, A.

Nature Human Behaviour, forthcoming

The value of genetic data in predicting preferences: A study of food taste

Daviet, R., & Nave, G.

Journal of Marketing Research, 00222437241244736

Reconsidering the path for Neural and Physiological Methods in Consumer Psychology

Karmarkar, U., Clithero, J., Nave, G., & Plassmann, H.

Journal of Consumer Psychology, 34(1), 196-213

Does testosterone increase willingness to compete, confidence, and risk-taking in men? Evidence from two randomized placebo-controlled trials

Nadler, A., Wibral, M., Dohmen, T., Falk, A., Previtero, A., Weber, B., Camerer, C., Dreber, A., & Nave, G. (* Senior corresponding author)

Hormones and Behavior, 166, 105659

Ideas are Dimes a Dozen: Large Language Models for Idea Generation in Innovation

Girotra, K., Meincke, L., Nave, G., Terwiesch, C., & Ulrich, K.T.

SSRN Working Paper, SSRN 4526071

Hybrid Intelligence in Marketing: A Methodological Framework for Predicting Brand Personality and Consumer Profiles

Aka, A., Bhatia, S., Nave, G., & Oliviola, C.

Working Paper

Biological Age and its Value to Marketing Theory and Practice

Shaw, S., Daviet, R., & Nave, G.

SSRN Working Paper, SSRN 5257565

We are what we watch: Movie plots predict the personalities of their fans

Nave, G., Rentfrow, J., & Bhatia, S.

PsyArXiv

Does social-self threat increase the preference for status goods?

Nitsch, F.J., Margittai, S., Nave, G., Dubois, D., Kalenscher, T., & Plassmann, H.

Working Paper

The effects of content ephemerality on information processing

Barnea, U., Meyer, R. J., & Nave, G.

Journal of Marketing Research, 00222437221131047

Don't hate the player, hate the game: Realigning incentive structures to promote robust science and better scientific practices in marketing

Shaw, S. D., & Nave, G.

Journal of Business Research, 167, 114129

Science for policy to protect children in cyberspace

Gilad, M., Fishbein, D. H., Nave, G., & Packin, N. G.

Science, 379(6639), 1294-1297

Developing and sharing polygenic risk scores for 4,206 brain imaging-derived phenotypes for 400,000 UK Biobank subjects not participating in the imaging study

Yang, X., Li, B., Fan, Z., Ding, D., Shu, J., Ritchie, M.D., Nave, G., Platt, M.L., Li, T., Zhu, H., & Zhao, B.

medRxiv

Many Labs 4: Failure to replicate mortality salience effect with and without original author involvement

Klein, R. A., Cook, C. L., Ebersole, C. R., Vitiello, C., Nosek, B. A., et al.

Collabra: Psychology, 8(1), 35271

Associations between alcohol consumption and grey and white matter volumes in the UK Biobank

Daviet R, Aydogan G, Jagannathan K, Spilka N, Koellinger PD, Kranzler HR, Nave G, & Wetherill RR

Nature Communications, 13(1), 1-11

Marketing insights from text analysis

Berger, J., Packard, G., Boghrati, R., Hsu, M., Humphreys, A., Luangrath, A., Moore, S., Nave, G., Olivola, C., & Rocklage, M.

Marketing Letters, 1-13

Neuroanatomical correlates of genetic risk for obesity in children

Morys, F., Yu, E., Shishikura, M., Paquola, C., Vainik, U., Nave, G., Koellinger, P., Gan-Or, Z., & Dagher, A.

Translational Psychiatry, 13(1), 1-9

Genetic data: potential uses and misuses in Marketing

Daviet R, Nave G, Wind J

Journal of Marketing, 86(1), 7-26

Human brain anatomy reflects separable genetic and environmental components of socioeconomic status

Kweon, H., Aydogan, G., Dagher, A., Bzdok, D., Ruff, C. C., Nave, G., Farah, M. J., & Koellinger, P. D.

Science Advances, 8(20), eabm2923

Determining the effects of training duration on the behavioral expression of habitual control in humans: A multilaboratory investigation

Pool, E. R., Gera, R., Fransen, A., Perez, O. D., Cremer, A., Aleksic, M., Tanwisuth, S., Quail, S., Ceceli, A. O., Manfredi, D. A., Nave, G., Tricomi, E., Balleine, B., Schonberg, T., Schwabe, L., & O'Doherty, J. P.

Learning and Memory, 29(1), 16-28

Pattern learning reveals brain asymmetry to be linked to socioeconomic status

Poeppl, T. B., Dimas, E., Sakreida, K., Kernbach, J. M., Markello, R. D., Schöffski, O., Dagher, A., Koellinger, P., Nave, G., Farah, M. J., Mišić, B., & Bzdok, D.

Cerebral Cortex Communications

Genetic underpinnings of risky behavior relate to altered neuroanatomy

Aydogan G, Daviet R, Karlsson Linnér R, Hare TA, Kable JW, Kranzler HR, Wetherill RR, Ruff CC, Koellinger PD, Nave G

Nature Human Behaviour, 1-8

No evidence for a difference in 2D:4D ratio between youth with elevated prenatal androgen exposure due to congenital adrenal hyperplasia and controls

Nave, G., Koppin, C. M., Manfredi, D., Richards, G., Watson, S. J., Geffner, M. E., Yong, J. E., Kim, R., Ross, H. M., Serrano-Gonzalez, M., & Kim, M. S.

Hormones and Behavior, 128, 104908

Impact of ambient sound on risk perception in humans: Neuroeconomic investigations

Payzan-LeNestour, E., Pradier, L., Doran, J., Nave, G., & Balleine, B.

Scientific Reports, 11(1), 1-13

Many Labs 5: Testing pre-data-collection peer review as an intervention to increase replicability

Ebersole, C. R., Mathur, M. B., Baranski, E., et al.

Advances in Methods and Practices in Psychological Science, 3(3), 309-331

Uncanny but not confusing: Multisite study of perceptual category confusion in the Uncanny Valley

Mathur, M. B., Reichling, D. B., Lunardini, F., et al.

Computers in Human Behavior, 103, 21-30

The default network of the human brain underlies perceived social isolation

Spreng RN, Dimas E, Mwilambwe-Tshilobo L, Dagher A, Koellinger P, Nave G, Ong A, et al.

Nature Communications, 11(1), 1-11

Do sex hormones at birth predict later-life economic preferences? Evidence from a pregnancy birth cohort study

Van Leeuwen, B., Smeets, P., Bovet, J., Nave, G., Stieglitz, J., & Whitehouse, A.

Proceedings of the Royal Society B, 287(1941), 20201756

Digit ratio (2D:4D) and congenital adrenal hyperplasia (CAH): Systematic literature review and meta-analysis

Richards, G., Browne, W. V., Aydin, E., Constantinescu, M., Nave, G., Kim, M. S., & Watson, S. J.

Hormones and Behavior, 126, 104867

Many Labs 5: Replication of van Dijk, van Kleef, Steinel, and van Beest (2008)

Skorb, L., Aczel, B., Bakos, B. E., et al.

Advances in Methods and Practices in Psychological Science, 3(3), 418-428

Many Labs 5: Registered multisite replication of the tempting-fate effects in Risen and Gilovich (2008)

Mathur, M. B., Bart-Plange, D. J., Aczel, B., et al.

Advances in Methods and Practices in Psychological Science, 3(3), 394-404

Reflecting on the evidence: A reply to Knight, McShane, et al. (2020)

Nave, G., Daviet, R., Nadler, A., Zava, D., & Camerer, C.

Psychological Science, 31(7), 898-900

Autonomy in consumer choice

Wertenbroch, K., Schrift, R. Y., Alba, J. W., Barasch, A., Bhattacharjee, A., Giesler, M., Knobe, J., Lehmann, D. R., Matz, S., Nave, G., Parker, J. R., Puntoni, S., Zheng, Y., & Zwebner, Y.

Marketing Letters, 31(4), 429-439

Predicting the replicability of social science lab experiments

Altmejd, A., Dreber, A., Forsell, E., Huber, J., Imai, T., Johannesson, M., Kirchler, M., Nave, G., & Camerer, C.

PLoS ONE, 14(12), e0225826

Beyond the bat and the ball: Overcoming familiarity effects in the cognitive reflection test by rewording its questions

Manfredi, D., & Nave, G.

SSRN Working Paper, SSRN 3445138

Emotional expressions predict risky decisions by S&P 500 executives

Menon, A., Nave, G., & Bhatia, S.

SSRN Working Paper, SSRN 3303000

Are bigger brains smarter? Evidence from a large-scale pre-registered study

Nave G, Jung WH, Karlsson Linnér R, Kable J, Koellinger P

Psychological Science, 30(1), 43-54

Does testosterone impair men's cognitive empathy? Evidence from two large-scale randomized controlled trials

Nadler, A., Camerer, C. F., Zava, D. T., Ortiz, T. L., Watson, N. V., Carre, J. M., & Nave, G. (* Senior corresponding author)

Proceedings of the Royal Society B, 286(1910), 20191062

Musical preferences predict personality: evidence from active listening and Facebook Likes

Nave G, Minxha J, Greenberg D, Kosinski M, Stillwell D, Rentfrow J

Psychological Science, 0956797618761659

Testing the influence of testosterone administration on men's honesty in a large laboratory experiment

Henderson, A., Thoelen, G., Nadler, A., Barraza, J., & Nave, G. (* Senior corresponding author)

Scientific Reports, 8(1), 1-10

Dynamic unstructured bargaining with private information: theory, experiment, and outcome prediction via machine learning

Camerer C, Nave G, Smith A

Management Science

Evaluating the replicability of social science experiments in Nature and Science

Camerer C, Dreber A, Holzmeister F, Ho TH, Huber J, Johannesson M, Kirchler M, Nave G, Nosek B, Pfeiffer T et al.

Nature Human Behaviour, 2(9), 637

Single dose testosterone increases men's preference for status goods

Nave G, Nadler A, Dubois D, Zava D, Camerer C, Plassmann H

Nature Communications, 9.1, 2433

Reply to Eckles et al.: Facebook's optimization algorithms are highly unlikely to explain the effects of psychological targeting

Matz, S. C., Kosinski, M., Nave, G., & Stillwell, D. J.

Proceedings of the National Academy of Sciences, 115(23), E5256-E5257

Reply to Sharp et al.: Psychological targeting produces robust effects

Matz, S. C., Kosinski, M., Nave, G., & Stillwell, D. J.

Proceedings of the National Academy of Sciences, 115(34), E7891

Combined effects of glucocorticoid and noradrenergic activity on loss aversion

Margittai, Z.*, Nave, G.*, Van Wingerden, M., Schnitzler, A., Schwabe, L., & Kalenscher, T. (* Equal contribution)

Neuropsychopharmacology, 43(2), 334-341

Single dose testosterone impairs cognitive reflection in men

Nave G, Nadler A, Zava D, Camerer C

Psychological Science, 28(10), 1398-1407

Psychological targeting as an effective approach to digital mass persuasion

Matz S, Kosinski M, Nave G, Stillwell D

Proceedings of the National Academy of Sciences, 201710966

Evaluating replicability of laboratory experiments in economics

Camerer C, Dreber A, Forsell E, Ho T, Huber J, Johannesson M, Kirchler M, Almenberg J, Altmejd A, Chan T, Heikensten E, Holzmeister F, Imai T, Isaksson S, Nave G, Pfeiffer T, Razen M, Wu H

Science, aaf0918

Is there a publication bias in behavioural intranasal oxytocin research on humans? Opening the file drawer of one laboratory

Lane, A., Luminet, O., Nave, G., & Mikolajczak, M.

Journal of Neuroendocrinology, 28(4), 1-15

Vasopressin increases human cooperative behavior by reducing aversion to social risk

Brunnlieb C, Nave G, Camerer C, Vogt B, Munte T, Heldmann M

Proceedings of the National Academy of Sciences, 113.8, 2051-2056

Exogenous cortisol causes a shift from deliberative to intuitive thinking

Margittai, Z.*, Nave, G.*, Strombach, T., Van Wingerden, M., Schwabe, L., & Kalenscher, T. (* Equal contribution)

Psychoneuroendocrinology, 64, 131-135

Extrapolative beliefs in perceptual and economic decisions: evidence of a common mechanism

Frydman C, Nave G

Management Science

The influence of serotonin deficiency on choice deferral and the compromise effect

Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B.

Journal of Marketing Research, 53(2), 183-198

Does Oxytocin increase trust in humans? Critical review of research

Nave G, Camerer C, McCullough M

Perspectives on Psychological Science, 10.6, 772-789

No evidence of association between Toxoplasma gondii infection and financial risk taking in females

Lanchava, L., Carlson, K., Sebankova, B., Flegr, J., & Nave, G. (* Senior corresponding author)

PLoS ONE, 10(9), e0136716

Real-time change detection of steady-state evoked potentials

Nave, G., Eldar, Y. C., Inbar, G., Sinai, A., Pratt, H., & Zaaroor, M.

Biological Cybernetics, 107(1), 49-59

Musical features extraction for audio-based search

Lindenbaum, O., Maskit, S., Kutiel, O., & Nave, G. (* Senior corresponding author)

2010 IEEE 26th Convention of Electrical and Electronics Engineers in Israel, 87-91