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From morality to well-being: Olivia Kim on why good intentions aren’t enough
Meet the research fellows: As she completes her PhD at NHH, Olivia Kim reflects on her years studying morality, happiness, and decision-making.
Originally a Korean American, Kim started her PhD at NHH in 2021. Initially, she was going to do her research on social media and morality. However, she ended up working on various projects that looks at morality from a more philosophical lens.
“I'm both interested in understanding why people do what they do, and seeing if there are ways to nudge them to make better choices, both for their own mental health and for the greater good of a society.”
A cross-cultural lens on morality
Kim’s diverse background has had a big influence on her academic path. Having been born in the United States, raised in Korea, and now based in Europe, she has experienced multiple cultural contexts and the contrasts between them. This has given her a unique perspective into how moral values and behavioural norms differ across societies.
“I’ve noticed differences that you wouldn’t necessarily expect: in conformity, in people’s way of valuing things. Understanding that in the context of the society you’re in is really fascinating,” she says.
Reflecting on her time in Norway, Kim says she has learned to see both work and life from a new perspective.
“In the U.S. and Korea, the main focus is on working hard and being the best. Here, there’s more focus on balance, on valuing everyday moments and not constantly comparing yourself to others. I think that's something I've slowly picked up on while living here,” she says.
The necessity of nudging
Her thesis, which she submitted in June, explores the intersection between morality, happiness, and decision-making, combining psychological and economic perspectives to understand how people make choices and why they often fail to act in line with what they believe is right.
She is particularly concerned with the limits of relying solely on individual responsibility to solve societal challenges such as global warming, meat consumption, and sound economic decisions.
“There’s a disconnect between individual behaviours and the macro-level consequences that play out in the world. Everyone knows what the right choice is: not to use so much plastic, not to fly so often, and consume less meat.”
“However, when the time comes to make that decision, people are really good at justifying their actions. We underestimate that. That’s where policy comes in. At some point, we can’t rely on individuals alone. We also need systemic nudges,” she adds.
Community and collaboration
Throughout her PhD, Kim has been part of the experimental group at SOL, where she has found both intellectual stimulation and a strong community. She credits her supervisor, Helge Thorbjørnsen, for encouraging her independence and curiosity, and for inspiring her through his work on happiness and well-being.
“In the ‘Happiness and the Good Life’ course, for example, students often realize that it’s not success, money, or productivity, but things like good sleep, exercise, and strong social relationships that contribute to happiness. It sounds simple, but it challenges what many of us believe about happiness,” Kim says.
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Her research also builds on collaborations with other scholars, including her co-supervisor Minah Jung from NYU Stern. Together with Professor Jung, she explores the difference between i-frame (individual-level) and s-frame (system-level) interventions, asking when we should target individual behaviour, and when we need policy-level change to encourage moral and sustainable choices.
For younger researchers, her main advice is to trust their curiosity and not compare themselves to others.
“The PhD journey isn’t linear. You’ll take side roads, get stuck, and feel behind, but that’s normal. Learn to know yourself and how you work best, and build a support system around you. Research is never a solo endeavour.”