معرفی
JoAndrea Hoegg is the Senior Associate Dean and a Professor of Marketing and Behavioral Science at the University of British Columbia’s Sauder School of Business. She holds the Alumni Professorship in Marketing. Her research focuses on sensory marketing, consumer responses to product design, and consumer-brand relationships. She teaches courses like Business Strategy Integration in the MBA program.
Dr. Hoegg’s educational background includes a BA and BEd from the University of British Columbia and a PhD from the University of Florida. Her work bridges consumer psychology and marketing strategy, addressing topics such as service encounters, ethical consumer behavior, and the impact of aesthetics on decision-making. Recent studies explore how sensory experiences influence creativity, the role of social norms in public health initiatives like organ donation, and the effects of color psychology on perceptions.
Her research has been published in top journals including Journal of Marketing Research and Journal of Consumer Psychology. Beyond academia, she leads strategic initiatives as Senior Associate Dean, overseeing academic programs and student development. Awards include the Alumni Professorship, recognizing her contributions to marketing education and research.
Key areas of impact include sensory marketing, where she examines how taste and visual cues shape consumer choices, and ethical branding, analyzing how consumer perceptions shift in response to corporate misbehavior. Her work underscores the interplay between individual psychology and broader market dynamics.
