About
​Pelle Guldborg Hansen
PhD, Behavioural Scientist

Pelle Guldborg Hansen is a behavioral researcher at Roskilde University, founder of the Danish Nudging Network and head of research at iNudgeyou – The Applied Behavioral Science Centre, an independent research center that has promoted applied behavioral research since 2010. He also sits on the Advisory Board of IBPPA – The International Behavioral Public Policy Association, and GAABS – The Global Association of Applied Behavioral Science.

Pelle became a Ph.D. from Roskilde University in game-theoretic modeling of social conventions and norms in 2010. Since then, he has worked with the application of behavioral economics and behavioral insights, especially so-called ‘nudge’ interventions, within a wide range of areas.

His work has been published in a wide range of international peer-reviewed journals, including Behavioral Public Policy, The International Review of Economics, American Journal of Bioethics, Annual Review of Public Health, Journal of Public Health, Metaphilosophy, European Journal of Risk Regulation etc.

His research has received widespread public interest and has been reported in e.g. The Economist, Foreign Policy, CNN, New Scientist and the Wall Street Journal.

Based on his many years of experience, he has developed the BASIC© framework for the application of behavioral science in public regulation and organizational change, published by the OECD in 2019.

In addition to his academic work, Pelle also consults and works closely with selected clients to develop tailored solutions that meet their specific needs, drawing on his expertise in research methods and human behavior. This work has made him a frequent speaker at conferences and workshops around the world, where he gives engaging and humorous talks about his work on how to use behavioral science to inform and improve administrative and organizational efforts, as well as promote positive behavior change in general.