Regular biography
JoAndrea (Joey) Hoegg is a Retired Faculty member at The University of British Columbia, Sauder School of Business, within the Marketing and Behavioural Science Division. Her research focuses on sensory marketing, consumer response to product design, and consumer-brand relationships. Hoegg has contributed to several publications in top-tier journals, including work on consumer behavior in service encounters, the impact of sensory experiences on creativity, and the role of norms in motivating consumer actions. Her research has been featured in journals such as the Journal of Marketing Research, Organizational Behavior and Human Decision Processes, and the Journal of Consumer Psychology. She has also taught courses such as Business Strategy Integration: Foundation (MBA).
Scholar-generated biography
JoAndrea Hoegg is a Professor of Marketing at the University of British Columbia, specializing in Marketing and Consumer Behavior. Her research explores how consumer perceptions and attitudes are shaped by various factors, including aesthetics, product form, and emotional responses. Hoegg's work investigates the influence of incidental similarity, fear, and moral disgust on consumer decision-making. She also examines the role of advertising strategies, product aesthetics, and social norms in shaping consumer behavior. Her research highlights the interplay between psychological and sensory factors in marketing contexts, offering insights into how consumers form attitudes and make purchasing decisions.