Gideon Nave

Gideon Nave is a Visiting Professor of Marketing at the Department of Marketing at WU Vienna.

Gideon is the Carlos and Rosa de la Cruz Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. He received his doctoral degree in Computation and Neural Systems from Caltech and holds bachelor’s and master’s degrees in Electrical Engineering from the Technion – Israel Institute of Technology.

Gideon combines quantitative, experimental, and computational methods to examine how emerging technologies — including artificial intelligence, digital footprints, biomedical innovations, and neuroimaging — can advance decision-making, productivity, and innovation. His research also explores the ethical challenges these technologies pose, particularly for privacy, autonomy, and consumer welfare. In his recent work, Gideon is especially interested in the ways AI is reshaping human reasoning, creativity, and the relationships between people and technology.

His work has been published in top-tier academic journals, including Science, Nature, the Proceedings of the National Academy of Sciences, Nature Human Behaviour, Management Science, the Journal of Marketing, and the Journal of Marketing Research. His research and teaching have received several honors, including the Association for Psychological Science Rising Star Award, and the Association for Consumer Research Early Career Award.