Publications

Research

Peer-reviewed publications spanning consumer neuroscience, psychology of technology, and meta-science.

36 publications in Consumer Neuroscience

Consumer Neuroscience2026

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

Consumer Neuroscience2025

Mendelian Randomization in Marketing: Leveraging Genetic Data for Causal Inference

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

SSRN Working Paper, SSRN 5499302

Consumer Neuroscience2025

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

Consumer Neuroscience2025

Calculated Punishment

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

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

Consumer Neuroscience2024

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

Daviet, R., & Nave, G.

Journal of Marketing Research, 00222437241244736

Consumer Neuroscience2024

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

Consumer Neuroscience2024

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

Consumer Neuroscience2024

Biological Age and its Value to Marketing Theory and Practice

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

SSRN Working Paper, SSRN 5257565

Consumer Neuroscience2023

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

Consumer Neuroscience2023

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

Consumer Neuroscience2022

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

Consumer Neuroscience2022

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

Consumer Neuroscience2022

Genetic data: potential uses and misuses in Marketing

Daviet R, Nave G, Wind J

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

Consumer Neuroscience2022

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

Consumer Neuroscience2022

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

Consumer Neuroscience2022

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

Consumer Neuroscience2021

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

Consumer Neuroscience2021

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

Consumer Neuroscience2021

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

Consumer Neuroscience2020

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

Consumer Neuroscience2020

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

Consumer Neuroscience2020

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

Consumer Neuroscience2020

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

Consumer Neuroscience2020

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

Consumer Neuroscience2019

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

Consumer Neuroscience2019

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

Consumer Neuroscience2018

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

Consumer Neuroscience2018

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

Consumer Neuroscience2018

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

Consumer Neuroscience2017

Single dose testosterone impairs cognitive reflection in men

Nave G, Nadler A, Zava D, Camerer C

Psychological Science, 28(10), 1398-1407

Consumer Neuroscience2016

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

Consumer Neuroscience2016

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

Consumer Neuroscience2016

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

Frydman C, Nave G

Management Science

Consumer Neuroscience2016

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

Consumer Neuroscience2015

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

Consumer Neuroscience2013

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

Gideon Nave

Carlos and Rosa de la Cruz Associate Professor of Marketing
The Wharton School
University of Pennsylvania

Contact

#749 Huntsman Hall
3730 Walnut Street, JMHH 700
Philadelphia, PA 19104
gnave at wharton.upenn.edu

© 2026 Gidi Nave. All rights reserved.