Helge Thorbjørnsen


Helge Thorbjørnsen is a professor at the Department of Strategy and Management, Norwegian School of Economics (NHH).  He is also research director at the Center for Applied Research at NHH (SNF) and a PI at DIG (Digital Innovation for Growth).

Helge Thorbjørnsen’s work focuses on consumer psychology, behavioral economics, happiness, decision-making and technology adoption. His work has been featured in outlets such as Time Magazine and New York Post and his book “More Numbers Every Day”, co-authored with Professor Micael Dahlen, has reached a global audience.

Thorbjørnsen has been involved in several business- and tech start-ups, and also serves as chairman or member of the board of several corporations and organizations.

Helge Thorbjørnsen received his Dr.Oecon (PhD) from NHH in 2003 and has been Professor since 2008. He also holds a Master of Science degree from NHH and a cand.mag degree in social sciences from the University of Bergen. He was previously Vice Rector for Research at NHH (2013-2018) and Dean of the Doctoral Programme (2011-2018).

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Selected publications

Author(s) Title Publisher
Dahlen, Micael; Colliander, Jonas; Gajic, Vladan; Kim, Olivia; Thorbjørnsen, Helge How do advertised prices affect consumers' financial well-being and happiness? Psychology & Marketing (0 pages); 2024
Colliander, Jonas; Dahlén, Micael; Thorbjørnsen, Helge Do Customer Ratings Influence Consumers Who Have Already Experienced a Product? How Memory Reconstruction and Conformity Can Reshape Product Evaluations and Perceptions Journal of Advertising Research Volume 63 (1); page 17 - 29; 2023
Martuza, Jareef Bin; Skard, Siv E. Rosendahl; Løvlie, Lavrans; Thorbjørnsen, Helge Do honesty-nudges really work? A large-scale field experiment in an insurance context Journal of Consumer Behaviour Volume 21 (4); page 927 - 951; 2022
Dahlén, Micael; Thorbjørnsen, Helge Individuals’ Assessments of Their Own Wellbeing, Subjective Welfare, and Good Life: Four Exploratory Studies International Journal of Environmental Research and Public Health (IJERPH) Volume 19 (19) (0 pages); 2022
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