Accessibility statement

Kristian Ove R Myrseth
Professor of Management



Kristian was appointed in August 2019 to the School for Business and Society as Professor of Management. Prior to this, Kristian held appointments at Trinity College Dublin, the University of St Andrews, and ESMT Berlin.

He graduated from the University of Chicago Booth School of Business in 2009, with a PhD in Managerial and Organizational Behaviour, following an AB in Economics from Harvard University in 2004.

His research focuses on behavioural decision making and judgement, spanning social-cognitive psychology, consumer behaviour, and behavioural economics. Topics include self-control, cognitive foundations of pro-social behaviour, perceptions of risk and uncertainty, and consumer finance. His research draws on a range of empirical methods, including surveys, laboratory experiments, and field studies.

Kristian’s work is published in a wide range of outlets - interdisciplinary, general, and specialist. This includes PNAS, Psychological Science, The Journal of Finance, Journal of Experimental Social Psychology, and Experimental Economics.

He is an Associate Editor at the Journal of Economic Psychology.



Departmental roles

Director of Postgraduate Research

University roles




  • Psychology of decision making and judgement
  • Risk perception
  • Self-control
  • Cognitive foundations of cooperation
  • Consumer finance



Research group(s)






Available PhD research projects





Selected publications

Kvarven, A., Strømland, E., Wollbrant, C., Andersson, D., Johannesson, M., Tinghög, G., Västfjäll, D., & Myrseth, K. O. R. (forthcoming). The intuitive cooperation hypothesis revisited: A meta-analytic examination of effect-size and between-study heterogeneity. Journal of the Economic Science Association.

Heimer, R. Z., Myrseth, K. O. R., & Schoenle, R. S. (2019). YOLO: Mortality beliefs and household finance puzzles. Journal of Finance, 74, 2957–2996.

Myrseth, K. O. R., & Wollbrant, C. (2017). Cognitive foundations of cooperation revisited: Commentary on Rand et al. (2012, 2014). Journal of Behavioural and Experimental Economics, 69, 133–138.

Bouwmeester, S., Verkoeijen, P. P. J. L., Aczel, B., Barbosa, F., Bègue, L., Brañas-Garza, P., Chmura, T. G. H., Cornelissen, G., Døssing, F. S., Espín, A. M., Evans, A. M., Ferreira-Santos, F., Fiedler, S., Flegr, J., Ghaffari, M., Glöckner, A., Goeschl, T., Guo, L., Hauser, O. P., Hernan-Gonzalez, R., Herrero, A., Horne, Z., Houdek, P., Johannesson, M., Koppel, L., Kujal, P., Laine, T., Lohse, J., Martins, E. C., Mauro, C., Mischkowski, D., Mukherjee, S., Myrseth, K. O. R., Navarro-Martínez, D., Neal, T. M. S., Novakova, J., Pagà, R., Paiva, T. O., Palfi, B., Piovesan, M., Rahal, R-M., Salomon, E., Srinivasan, N., Srivastava, A., Szaszi, B., Szollosi, A., Thor, K. Ø., Tinghög, G., Trueblood, J. S., Van Bavel, J. J., van't Veer, A. E., Västfjäll, D., Warner, M., Wengström, E., Wills, J., & Wollbrant, C. E. (2017). Registered replication report: Rand et al. (2012). Perspectives on Psychological Science, 12, 527–542.

Kocher, M. G., Martinsson, P., Myrseth, K. O. R., & Wollbrant, C. (2017). Strong, bold, and kind: Self-control and cooperation in social dilemmas. Experimental Economics, 20, 44–69.

Myrseth, K. O. R., & Wollbrant, C. (2016). Commentary: Fairness is intuitive. Frontiers in Psychology, 7, 654. doi: 10.3389/fpsyg.2016.00654.

Myrseth, K. O. R., & Wollbrant, C. (2016). Models inconsistent with altruism cannot explain the evolution of human cooperation. Proceedings of the National Academy of Sciences of the United States of America, 113, E2472.

Myrseth, K. O. R., & Wollbrant, C. (2015). Depletion influences restraint, but does it influence conflict identification? Expanding on Osgood and Muraven (2015). Basic and Applied Social Psychology, 37, 292–293.

Myrseth, K. O. R., Riener, G., & Wollbrant, C. (2015). Tangible temptation in the social dilemma: Cash, cooperation, and self-control. Journal of Neuroscience, Psychology, and Economics, 8, 61–77.

Myrseth, K. O. R., & Wollbrant, C. (2015). Less cognitive conflict does not imply choice of the default option: Commentary on Kieslich and Hilbig (2014). Judgement and Decision Making, 10, 277–279.

Martinsson, P., Myrseth, K. O. R., & Wollbrant, C. (2014). Social dilemmas: When self-control benefits cooperation. Journal of Economic Psychology, 45, 213–236.

Myrseth, K. O. R., & Wollbrant, C. (2013). A theory of self-control and naïveté: The blights of willpower and blessings of temptation. Journal of Economic Psychology, 34, 8–19.

Martinsson, P., Myrseth, K. O. R., & Wollbrant, C. (2012). Reconciling pro-social vs. selfish behaviour: On the role of self-control. Judgement and Decision Making, 7, 304–315.

Morewedge, C. K., Gilbert, D. T., Myrseth, K. O. R., Kassam, K. S., & Wilson, T. D. (2010). Consuming experience: Why affective forecasters overestimate comparative value. Journal of Experimental Social Psychology, 46, 986–992.

Myrseth, K. O. R., & Fishbach, A. (2009). Self-control: A function of knowing when and how to exercise restraint. Current Directions in Psychological Science, 18, 247–252.

Myrseth, K. O. R., Fishbach, A., & Trope, Y. (2009). Counteractive self-control: When making temptation available makes temptation less tempting. Psychological Science, 20, 159–163.

Full publications list







School for Business and Society
University of York
Church Lane Building
York Science Park
York YO10 5Z

T: +44 (0) 1904 326438 
Room: CL/A/123C

Subject Group

People, Operations and Marketing


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