COGNITIVE NEUROSCIENTIST

INSIGHT,
CREATIVITY &
COGNITIVE
FLEXIBILITY.

CLICK OUTSIDE THE BOX.

Insight problem solving, creative cognition, and cognitive flexibility converge on a fundamental question: how do minds generate original ideas, discover new solutions, and shift perspective when the obvious path no longer works?

EXPLORE THE RESEARCH →
Human brain viewed from above
01 / IDEA

INSIGHT · CREATIVITY · COGNITIVE FLEXIBILITY

Creative cognition requires more than generating something new. It requires the ability to reorganize knowledge, explore alternatives, recognize promising ideas, and revise existing representations. My research investigates the cognitive and neurobiological mechanisms that support these transitions and their consequences for problem solving, learning, memory, and belief updating.

From Aha! to
mechanism.

My research traces insight across levels of analysis—from the insight accuracy effect and oculometric signatures of sudden solutions to their neural substrates. Using eye tracking and pupillometry, neuroimaging, and non-invasive brain stimulation, this work has identified converging markers of insight and demonstrated the causal contribution of the right temporal cortex to successful restructuring.
READ: MARKERS OF INSIGHT →

Carola Salvi brain imageCAROLA SALVI’S BRAIN
Light bulb
01

Aha!

How an initial representation is reorganized and a previously inaccessible solution suddenly becomes available. This work examines attentional disengagement, eye and pupil markers, neural connectivity, and the causal contribution of brain systems involved in insight.

02

Insight, Learning & Memory

Why Aha! moments feel compelling, when they signal accuracy, and how insight changes what is remembered. This work connects the phenomenology of discovery with learning, reward, and adaptive updating.

03

Creative Cognition

How insight interacts with divergent and convergent thinking, associative search, incubation, and the emergence of original ideas. Current work examines multiple routes to creative ideation, including discontinuous insight-like transitions.

04

Cognitive Flexibility & Belief Updating

How reasoning and problem-solving processes relate to misinformation, conspiracy beliefs, overconfidence, and polarization—and how flexibility in restructuring representations may support adaptive evaluation of information.

METHODSBehavioral experimentsEye-trackingPupillometryEEG / ERPDiffusion MRINon-invasive brain stimulation

Cognitive
neuroscientist.

My scientific career has developed across Italy and the United States, moving between experimental psychology and cognitive neuroscience. I worked across academic, medical, and interdisciplinary research environments, including rehabilitation institutes and psychiatric departments. Working with neurological populations (e.g., individuals with focal brain lesions and Parkinson’s disease) brought a clinical dimension to my research and complemented experimental approaches with lesion mapping and the study of neuropsychological function. This trajectory has shaped a research approach that integrates behavioral experimentation with clinical and neuroscientific methods to investigate cognition across multiple levels of analysis.

EDUCATION

2013

Ph.D., Experimental Psychology, Linguistics, and Cognitive Neuroscience
University of Milano-Bicocca

2007

M.Sc., Psychology of Organizations and Consumer Behavior
University of Milano-Bicocca · 110/110, Magna cum laude

2004

B.S., Psychology
University of Milano-Bicocca

ACADEMIC CAREER

2025–present

Università Cattolica del Sacro Cuore · Milan

2026

Lecturer of Psychology
Lorenzo De’ Medici Institute · Florence

2023–25

Assistant Professor of Psychology
John Cabot University · Rome

2022–24

Affiliate Faculty
UT Austin Dell Medical School · Psychiatry & Behavioral Sciences

2019–22

Research Associate
UT Austin Dell Medical School · Psychiatry & Behavioral Sciences

2018

Instructor
Northwestern Feinberg School of Medicine

2017–18

Lecturer
Loyola University Chicago · Psychology

2015–19

Postdoctoral Researcher
Shirley Ryan AbilityLab · Think and Speak Laboratory

2014–19

Postdoctoral Researcher
Northwestern University · Creative Brain Laboratory

The Emergence of Insight book cover

The Emergence
of Insight.

Edited by Carola Salvi, Jennifer Wiley, and Steven M. Smith.

Cambridge University Press, 2024. An interdisciplinary volume examining how insight emerges, how it can be measured, and what it reveals about problem solving and creative cognition.

VIEW AT CAMBRIDGE UNIVERSITY PRESS ↗
INSIGHT

Published work.

Books, chapters, and peer-reviewed scientific publications.

SCIENTIFIC ARTICLES 44

  1. Salvi, C., Luchini, S., Pestilli, F., Hanekamp, S., Hope, T., Parrish, T., Beeman, M., & Grafman, J. (2026). The White Matter of Aha! Moments. BMC Psychology.
  2. Salvi, C. (2026). The Anatomy of Insight: A Brief Review. The Cognitive Psychology Bulletin, 11.
  3. Ross, W., Agnoli, S., Baas, M., Danek, A. H., Lebuda, I., et al. (2026). Creative cognition: A collaborative research agenda. Journal of Creative Behavior, 60(2), e70097. ↗
  4. Feri, A., Signorini, A., Forgiarini, M., Tjandra, N., & Salvi, C. (2026). Brand purpose recall and insight-triggering advertising: the influence of individual reward responsiveness. International Journal of Advertising, 1–34. ↗
  5. Salvi, C., Mielicki, M. K., Cancer, A., Iannello, P., & George, T. (2025). Exploring Meta-Reasoning Propositional Confidence in Conspiratorial Beliefs and Socio-Cognitive Polarization. Open Mind, 9, 1339–1362. ↗
  6. Iannello, P., Cancer, A., Zmigrod, L., Antonietti, A., & Salvi, C. (2024). Creative Minds in a Polarized World. The Journal of Creative Behavior.
  7. Salvi, C., Keller, N., Cooper, S. E., Leiker, E., & Dunsmoor, J. (2024). Aha! and D’oh! Experiences enhance learning for incidental information—new evidence supports the insight memory advantage. Cognitive, Affective, & Behavioral Neuroscience, 24, 505–516. ↗
  8. Keller, N. E., Salvi, C., Leiker, E. K., Gruber, M. J., & Dunsmoor, J. E. (2024). States of epistemic curiosity interfere with memory for incidental scholastic facts. npj Science of Learning, 9(1), 22. ↗
  9. Salvi, C. (2024). Markers fisiologici dell’insight. Sistemi Intelligenti.
  10. Iannello, P., Cancer, A., Antonietti, A., & Salvi, C. (2024). Navigating the pandemic emergency: The role of socio-cognitive polarization in complex situations. Sistemi Intelligenti.
  11. Vitello, M., & Salvi, C. (2023). Gestalt’s Perspective on Insight: A Recap Based on Recent Behavioral and Neuroscientific Evidence. Journal of Intelligence, 11(12), 224. ↗
  12. Vitello, M., & Salvi, C. (2023). Aha! In Perceptual Experience and Problem-Solving Cognition. Encyclopedia.
  13. George, T., & Salvi, C. (2023). Putting the framework to work: Comment on “A systematic framework of creative metacognition” by Lebuda & Benedek. Physics of Life Reviews, 47, 203–206. ↗
  14. Yu, Y., Salvi, C., Beker, M., & Beeman, M. (2023). Solving problems with an Aha! increases risk preference. Thinking & Reasoning.
  15. Laukkonen, R. E., Webb, M., Salvi, C., Tangen, J. M., Slagter, H. A., & Schooler, J. W. (2023). Insight and the Selection of Ideas. Neuroscience & Biobehavioral Reviews, 105363. ↗
  16. Pizzolante, M., Borghesi, F., Sarcinella, E., Bartolotta, S., Salvi, C., Cipresso, M., Gaggioli, A., & Chirico, A. (2023). Awe in the Metaverse: Designing and validating a novel online virtual-reality awe-inspiring training. Computers in Human Behavior, 148, 107876. ↗
  17. Salvi, C., Iannello, P., Cancer, A., Cooper, S. E., McClay, M., Dunsmoor, J. E., & Antonietti, A. (2023). Does social rigidity predict cognitive rigidity? Profiles of socio-cognitive polarization. Psychological Research.
  18. Cancer, A., Salvi, C., Antonietti, A., & Iannello, P. (2023). Not getting vaccinated? It is a matter of problem-solving abilities and socio-cognitive polarization. International Journal of Environmental Research and Public Health, 20(3), 1721. ↗
  19. Iannello, P., Cancer, A., Salvi, C., & Antonietti, A. (2023). Executive Functioning and Divergent Thinking Predict Creative Problem Solving in Young Adults and Elderlies. Psychological Research.
  20. Salvi, C., Barr, N., Dunsmoor, J. E., & Grafman, J. (2022). Insight Problem Solving Reduces Susceptibility to Fake News, Bullshit, and Overclaiming. Thinking and Reasoning.
  21. Salvi, C., Iannello, P., Cancer, A., McClay, M., Rago, S., Dunsmoor, E. J., & Antonietti, A. (2021). Going Viral: Social and Cognitive Factors Influence Fake News Detection and Proliferation During COVID-19 Pandemic. Frontiers in Communication.
  22. Salvi, C., Leiker, E., Baricca, B., Molinari, M. A., Nichelli, P., Grafman, J., & Dunsmoor, J. (2021). The effect of dopaminergic replacement therapy on creative thinking and insight problem-solving in Parkinson’s Patients. Frontiers in Psychology.
  23. Sprugnoli, G., Rossi, S., Liew, S. L., Bricolo, E., Costantini, G., Salvi, C., Musaeus, C. S., Pascual-Leone, A., Rossi, A., & Santarnecchi, E. (2021). Enhancement of Insight reasoning by tRNS of the right temporal lobe. Cognitive Affective & Behavioral Neuroscience.
  24. Salvi, C., & Bowden, E. (2020). The relation between state and trait risk-taking and problem-solving. Psychological Research.
  25. Salvi, C., Simoncini, C., Beeman, M., & Grafman, J. (2020). Oculometric signature of switch into awareness? Pupil size predicts sudden insight whereas microsaccades predict problem-solving via analysis. NeuroImage.
  26. Salvi, C., McKinley, R., Bikson, M., Beeman, M., & Grafman, J. (2020). Right temporal transcranial direct current stimulation improves insight problem-solving. Scientific Reports, 10.
  27. Santarnecchi, E., Sprugnoli, G., Bricolo, E., Costantini, G., Liew, S. L., Musaeus, C. S., Salvi, C., Pascual-Leone, A., Rossi, A., & Rossi, S. (2019). Gamma tACS over the temporal lobe increases the occurrence of Eureka! moments. Scientific Reports, 9(1), 5778. ↗
  28. Palmiero, M., Piccardi, L., Nori, R., Palermo, L., Salvi, C., & Guariglia, C. (2019). Creativity: Education and rehabilitation. Frontiers in Psychology.
  29. Danek, A., & Salvi, C. (2018). Moment of truth: Why Aha! Experiences are correct. Journal of Creative Behavior.
  30. Cohen-Zimerman, S., Salvi, C., Krueger, F., Gordon, B., & Grafman, J. (2018). Intelligence Across the Seventh Decade in Patients with Brain Injuries Acquired in Young Adulthood. Trends in Neuroscience and Education, 13, 1–7. ↗
  31. Cristofori, I., Salvi, C., Beeman, M., & Grafman, J. (2018). The Effects of Expected Reward on Creative Problem Solving. Cognitive, Affective, & Behavioral Neuroscience, 1–7. ↗
  32. Salvi, C., Costantini, G., Pace, A., & Palmiero, M. (2018). Validation of the Italian Remote Associate Test. Journal of Creative Behavior, 1–13. ↗
  33. Sprugnoli, G., Liew, S. L., Bricolo, E., Costantini, G., Salvi, C., Musaeus, C. S., Santarnecchi, E. (2017). Going beyond the Eureka moment: enhancement of insightful solutions by means of tACS and tRNS. Brain Stimulation, 10(2), 402. ↗
  34. Hogeveen, J., Salvi, C., & Grafman, J. (2016). “Emotional intelligence”: Lessons from Lesions. Trends in Neurosciences, 39(10), 694–705. ↗
  35. Palmiero, M., Piccardi, L., Nori, R., Palermo, L., Salvi, C., & Guariglia, C. (2016). Creativity and Mental Imagery. Frontiers in Psychology.
  36. Salvi, C., & Bowden, E. (2016). Looking Nowhere for Creativity: Where do we look when we look for new ideas? Frontiers in Psychology.
  37. Salvi, C., Bricolo, E., Bowden, E., Kounios, J., & Beeman, M. (2016). Insight solutions are correct more often than analytic solutions. Thinking and Reasoning.
  38. Salvi, C., Cristofori, I., Beeman, M., & Grafman, J. (2016). The politic of insight. Quarterly Journal of Experimental Psychology.
  39. Salvi, C., Bricolo, E., Franconeri, S., Kounios, J., & Beeman, M. (2015). Sudden Insight is associated with shutting down visual inputs. Psychonomic Bulletin & Review.
  40. Salvi, C., Costantini, G., Bricolo, E., Perugini, M., & Beeman, M. (2015). Validation of Italian rebus puzzles and compound remote associate problems. Behavioral Research Methods, 1–22. ↗
  41. Salvi, C. (2015). “Aha! Ho indovinato” Cosa avviene nel nostro cervello quando abbiamo un lampo di genio. AIRInforma Journal.
  42. Bricolo, E., Salvi, C., Martelli, M., Arduino, L. S., & Daini, R. (2015). The effects of crowding on eye movement patterns in reading. Acta Psychologica, 160, 23–34. ↗
  43. Bricolo, E., Salvi, C., Martelli, M., Arduino, L. S., & Daini, R. (2010). Crowding affects eye-movement patterns in word reading. Perception, 39 (supplement), 29. ↗
  44. Legrenzi, P., & Salvi, C. (2008). Dual processes in reasoning and judgment. Sistemi Intelligenti, 20(1). ↗

Ideas in
public.

Carola Salvi speaking at TEDxVicenzaTEDxVicenza — La scintilla invisibile: come nasce un’idea creativaINTERVIEWS · VIDEO · PRESS

PRESS & FEATURES

  1. New Scientist — Why Your Brain Needs Plenty Of “Aha!” Moments ↗
  2. PsyPost — Neuroscientists Identify A Unique Feature In The Brain’s Wiring That Predicts Sudden Epiphanies ↗
  3. Forbes — Research Explains Why Socially Rigid People Cannot Be Flexible Thinkers ↗
  4. PsyPost — New Research Identifies A Cognitive Mechanism Linked To Reduced Susceptibility To Fake News ↗
  5. WebMD — The Virus Within: How Misinformation Made The Pandemic Worse ↗
  6. Avvenire — Scienza E Coscienza È Questione Di Lampi Di Genio ↗
  7. The Creativity Post — Coronavirus ‘Infodemic’: Fear Causes Misinformation Spread, More Rigid Thinking ↗
  8. Futurity — Covid Fear Opens You Up To Misinformation ↗
  9. The Washington Post — Why Solving Puzzles Feel So Satisfying, Especially During A Quarantine ↗
  10. BBC — Por Qué Da Tanto Placer Completar Un Rompecabezas ↗
  11. Forbes — Elon Musk Not First Original Thinker To Harness Creative Power Of Nothingness ↗
  12. Psychology Today — Where Our “Eureka!” Moments Come From ↗
  13. The New York Times — Eureka? Yes, Eureka! ↗
  14. TGS Northwestern — Spotlight On Carola Salvi: Postdoctoral Fellow And Avid Photographer ↗
  15. Huffington Post — The Difference Between Conservatives And Liberals? How They Solve Word Puzzles ↗
  16. Huffington Post — Experts Say Liberal And Conservative Brains Are Wired Differently ↗
  17. Oprah.com — Why Science Says You Should Trust Those Aha! Answers ↗
  18. The Daily Beast — Liberals And Conservatives Solve Problems Differently
  19. Tech Times — Researchers Show Liberals And Conservatives Really Do Think Differently ↗
  20. EurekAlert — Conservatives And Liberals Do Think Differently ↗
  21. Pagina 99 — Quello Sguardo Nel Vuoto Che Precede Il Lampo Di Genio ↗
  22. Northwestern Now — Conservatives And Liberals Do Think Differently ↗
  23. Oggi Scienza — Fidatevi Dei Vostri Eureka!, È Probabile Siano Giusti ↗
  24. Psychology Today — Eureka! Deconstructing The Brain Mechanics Of “Aha!” Moments ↗
  25. Pacific Standard — Liberals And Conservatives Solve Problems Differently ↗
  26. Naked Science — Редкие Моменты Озарения Оказались Продуктивнее Долгих Логических Размышлений ↗
  27. Medical Daily — Science Of Epiphanies: When Problem Solving, It May Help To Trust Your Gut ↗
  28. Deccan Chronicle — Trust Your ‘Aha!’ Moments ↗
  29. Psych Central — “Aha” Moments Are Usually On The Money ↗
  30. ScienceDaily — Trust Your Aha! Moments: Experiments Show They’re Probably Right ↗
  31. EurekAlert — Trust Your Aha! Moments, Experiments Show They’re Probably Right ↗
  32. Drexel Now — Trust Your Aha! Moments, Experiments Show They’re Probably Right ↗
  33. Scinexx — Warum Wir Geistesblitzen Vertrauen Sollten ↗
  34. Laboratory Equipment — Study Says ‘Aha!’ Moments Are Better Than Deep Thinking ↗
  35. AAAS / EurekAlert — Trust Your Aha! Moments, Experiments Show They’re Probably Right ↗
  36. PsyPost — Your Aha! Moments, Experiments Show They’re Probably Right ↗
  37. The Psychonomic Society — On Being A Black Rain Cloud: Looking And Thinking Outside The Box ↗
  38. Fondazione Umberto Veronesi — Cosa Fa Scattare Nel Cervello Un Lampo Di Genio ↗
  39. Association for Psychological Science — On Being A Black Rain Cloud: Looking And Thinking Outside The Box ↗
  40. AIRicercatori News — Understanding The Mechanisms Of Insight Problem Solving Using New Italian Language Tests ↗
  41. Northwestern Now — A Look Behind The Creative Process ↗
  42. The Creativity Post — The Power Of The Other Hand Project: Art (And Science) Against Violence Towards Women ↗
  43. KSAT — International Art Exhibit In San Antonio Portrays Real Domestic Violence Survivors ↗

The Power of
the Other Hand Project.

Art against domestic violence.

The Power of the Other Hand uses art to raise awareness of domestic violence against women. Through exhibitions and community engagement, the project encourages women to stand together in shaping a society in which women and girls are respected, empowered, and protected.

EXHIBITIONS

2022

Witte Museum — San Antonio, TX, USA
Art Exhibition and Fundraiser to Support Domestic Violence Survivors · May 20

2022

UT Austin Law School — Austin, TX, USA
Domestic Violence Awareness Month · October 25

2023

UCSF Mission Bay Campus — San Francisco, CA, USA
When Art Meets Science — Art Exhibition, Talk and Fundraiser to Support Domestic Violence Survivors · March

2023

Rome Art Week — Rome, Italy
Domestic Violence Awareness Month · November

2024

SENSARTE — Genoa, Italy
Domestic Violence Awareness Month · November

Vintage telephone handset

Research.
Collaborate.
Connect.

carola.salvi@gmail.com ↗
carola.salvi@unicatt.it ↗