Helge Thorbjørnsen


Helge Thorbjørnsen is Professor of Marketing at NHH.

He was previously Vice Rector for Research (2013-2018) and Dean of the Doctoral Programme (2011-2018).

Thorbjørnsen holds a Master of Science degree from NHH and received his Dr.Oecon (PhD) from NHH in 2003. He also holds a cand.mag degree in social sciences from the University of Bergen.

Thorbjørnsen is a research director at the Center for Applied Research at NHH (SNF) and a researcher at DIG (Digital Innovation for Growth).

Helge 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’s research focuses on consumer psychology, behavioral economics, innovation, decision-making and brand management.

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Selected publications

Author(s) Title Publisher
Thorbjørnsen, Helge; Ketelaar, Paul; Van'T Riet, Jonathan; Dahlèn, Micael How do teaser advertisements boost word of mouth about new products? For consumers, the future is more exciting than the present Journal of Advertising Research Volume 55 (1); page 73 - 78; 2015
Thorbjørnsen, Helge; Dahlèn, Micael; Lee, Yih H The Effect of New Product Preannouncements on the Evaluation of Other Brand Products Journal of Product Innovation Management Volume 33 (3); page 342 - 355; 2015
Skard, Siv E. Rosendahl; Thorbjørnsen, Helge Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility Journal of Business Ethics Volume 124 (1); page 1 - 12; 2013
Dahlen, Micael; Thorbjørnsen, Helge; Sjödin, Henrik A TASTE OF "NEXTOPIA": Exploring Consumer Response to Advertising for Future Products Journal of Advertising Volume 40 (4); page 33 - 44; 2011
Thorbjørnsen, Helge; Dahlen, Micael Customer reactions to acquirer-dominant mergers and acquisitions International Journal of Research in Marketing Volume 28 (4); page 332 - 341; 2011
Breivik, Einar; Thorbjørnsen, Helge Consumer brand relationships: an investigation of two alternative models Journal of the Academy of Marketing Science Volume 36 (4); page 443 - 472; 2008
Nødtvedt, Katrine Berg; Sjåstad, Hallgeir; Skard, Siv E. Rosendahl; Thorbjørnsen, Helge; Van Bavel, Jay J. Racial bias in the sharing economy and the role of trust and self-congruence Journal of experimental psychology. Applied; 2021
Skard, Siv; Knudsen, Eirik Sjåholm; Sjåstad, Hallgeir; Thorbjørnsen, Helge How virtual reality influences travel intentions: The role of mental imagery and happiness forecasting Tourism Management Volume 87; page 1 - 9; 2021
Dahlen, Micael; Karsberg, John; Sagfossen, Sofie; Thorbjørnsen, Helge; Lange, Fredrik Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads? Why Advertisers Should Consider Consumers' Physical Activity when Planning Ad Campaigns Journal of Advertising Research Volume 59 (4); 2019
Dahlen, Micael; Thorbjørnsen, Helge; Colliander, Jonas; Rosengren, Sara Therese; Gemvik, Alice; Thorwid, Christian The Effects of Communicating Passion in Advertising How Messages Like "We Love What We Do!" Shape people`s Product and Brand Rewiews Journal of Advertising Research Volume 60 (1); page 3 - 11; 2019
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