Ajmal Hafeez

Associate professor

USN School of Business
Department of Business, Marketing and Law
Campus Ringerike (A 413)
Ajmal Hafeez is an associate professor in marketing. His primary research focuses on consumers learning of new product and the related mindsets, more specifically, consumers’ cognitive processes in the adoption of radically new product. He is also interested in consumer’s affective experiences and new product/service adoption. Using methods employed mainly in experimental psychology, he is examining the interactions between consumer mindsets, decision-making, and information processing as well as broader decision science phenomena in innovation adoption.


PhD in Marketing, University of South-Eastern Norway (2019)

MSc in International Management and Strategy, University of Agder, Norway (2011-2013)

MBA in Banking and Finance, Foundation University Islamabad, Pakistan (2008-2010)

Bachelor of Commerce, University of the Punjab, Pakistan (2006-2008)


Teaching Courses:

  • Consumer Behaviour
  • Inter-organizational Relationships
  • Sales Management and Selling
  • Pricing Strategy and Sales


Hafeez, A., & Engeset, M. G. (2020). Upskilling Communication and Self-Production: How to Communicate the Value of Cocreated Innovation? ACR 2020 Working Paper, Paris, France, Octobar 1-4, 2020 (Forthcoming).

Hafeez, A., Engeset, M. G.,  & Selnes, F. (2017). Communicating Future Opportunities: How Growth Mindset Increase Consumers’ Evaluations of Radically New Products. EMAC 2017 Competitive Paper, Groningen, Netherlands, May 23-26, 2017 .

Hafeez, A., Engeset, M. G., Selnes, F., & Dimitriu, R. (2017). Consumer Adoption of Radically New Products: The Role of Expected Learning Opportunities. AMA Winter 2017 Competitive Paper, Orlando, USA, February 17-19, 2017.

Hafeez, A., Engeset, M. G., & Dimitriu, R. (2016). The Effect of Perceived Learning Opportunity on Consumers’ Evaluations of Really New Products. ACR 2016 Working Paper & Doctoral Symposium, Berlin, Germany, Octobar 27-30, 2016.

Hafeez, A., & Engeset, M. G. (2016). Looking Future or Looking Past: Current Evaluations of Really New Products and The Role of Perceived Learning Opportunities. EMAC 2016 Working Paper, Oslo, Norway, May 24-27, 2016.

Hafeez, A., & Selnes, F. (2016). Service Innovativeness: A Framework for Effective Advertising Strategies for Lunching New Services and Consumer Adoption Intensions. AMA Winter 2016 Working Paper, Las Vegas, USA, February 26-28, 2016.

Hafeez, A., Engeset, M. G., & Selnes, F. (2015). Consumers Adoption of Radical Innovations: The Role of Expected Learning Opportunities. ANZMAC 2015 Doctoral Colloquium, Sydney, Australia, November 28-29, 2015.

Hafeez, A. (2015). Consumer Mindsets and Consumption of New Technology: Limiting Consumers’ Learning Opportunities Through Automation. ACR 2015 Doctoral Symposium, New Orleans, USA, Octobar 1-4, 2015.

Hafeez, A., & Selnes, F. (2015). Dimensions of Service Innovation: A Framework for Effective Advertising Strategies and Consumer New Service Adoption Intensions. EMAC 28th Doctoral Colloquium, Leuven, Belgium, May 24-26, 2015.

Hafeez, A., & Andersen, O. (2014). An Empirical Investigation of Factors Influencing Accounting Outsourcing Practices Among SMEs in Pakistan: Transaction Cost Economics (TCE) and Resource-Based Views (RBV) Prospectives. 7th EuroMed Conference, Kristiansand, Norway, September 18-19, 2014.

Hafeez, A., & Andersen, O. (2014). Factors Influencing Accounting Outsourcing Practices among SMEs in Pakistan Context: Transaction Cost Economics (TCE) and Resource-Based Views (RBV) Prospective. International Journal of Business and Management . ISSN 1833-3850. 9 (7), s 19 - 32 doi: 10.5539/ijbm.v9n7p19.

Hafeez, A. (2011). Deforestation & Its Impacts on Indigenous People & Global Environment: Deforestation in Brazilian & Indonesian Rain forest: The Role of Big Multinational Corporations. LAP LAMBERT Academic Publishing, ISBN-13: 978-3847312727.