I am

Hein Heijen

I, Hein Heijen, work as a lecturer, author, and recognized expert in the field of applied neuromarketing, sales and influence psychology.


My academic journey began with studies in business administration and psychology, after which I immersed myself in counseling. In 1993 I had the privilege, together with Wiebe Monsma, to introduce and teach the course in stress counseling – the first of its kind in the Netherlands.

In 1995 I took the initiative to establish the training institute Psychodidact. Here I conceived and developed the stress management course and taught a wide range of subjects including general psychology, clinical psychology, neuropsychology, transactional analysis and social psychology.

In the year 2009, I joined forces with a then partner and colleague to write the book “Expert counseling, the conversation methodology.” I am also co-founder of Foundation ES (Emotional Support) and Hupper.

In 2015, I decided to take a new path by leaving Psychodidact and founding the Academy of Behavioral Influencing. Here I successfully conceived and developed the Post-HBO course in Influence Psychology, validated educationally by Leiden University, and the Master classes Applied Neuromarketing and Applied Sales Psychology.

The Behavioral Model of Hein Heijen (2018).

My passion for sharing knowledge not only takes place in academia, but also extends to giving lectures, guest lectures and inspiration sessions. As a personal trainer, I offer support to sales and marketing managers, CEOs of prominent companies and communication consultants of government organizations.

In 2018, my Behavior Model of Heijen came to fruition, a model in which I reveal the 11 steps each individual goes through before behavior is expressed in various situations.