معرفی
Prof. Dr. Patrick Hehn is a faculty member at Harz University of Applied Sciences, specializing in Economics with research focuses on sensory marketing, consumer neuroscience, and fragrance effects on behavior.
- Professor of Economics
- Harz University of Applied Sciences
- Research on multisensory consumer experiences
His research interests span brand management, sensory product research, and the application of immersive technologies in consumer studies. He investigates crossmodal interactions (e.g., color influencing taste perception), scent-based marketing strategies, and how olfactory cues affect brand evaluation and social perception.
Recent research trends show a strong emphasis on multisensory integration in retail environments, fragrance marketing across sectors, and neuroscientific approaches to consumer behavior. His work explores how scents can shape product evaluations, influence time perception, and enhance brand experiences through both conscious and unconscious sensory processing.
Scientific contributions include:
- 2024: NPS methodology for product discrimination
- 2022: GMO perception in dairy innovations
- 2021: Fragrance communication at events
- 2019: VR/AR in sensory testing
- 2014: Scent impact on product evaluations
- 2007: Olfactory brand reinforcement
Awarded with the Förderpreis für Jungsensoriker (2017), he has pioneered olfactory priming research and developed innovative approaches for context simulation in market research. His work extends to European Sensory Network collaborations and consulting for Monell Chemical Senses Center.
