Crystal Palace are also said to be interested in the former Rochdale striker but sources at Griffin Park have poured cold water on Hogan moving across London.
West Brom manager Tony Pulis was watching the striker on Saturday but now appears keener on a move for Southampton's Jay Rodriguez.
The Hammers were incredibly public in the way they had courted Hogan right from the start of the transfer window.
They were unable to agree any fee with the Bees though and there has been little contact between the clubs in the past three weeks. That didn't stop them seeking to turn the striker's head with public comments from chairman David Gold.
Hogan twice received phone calls from his agent the night before a game saying a bid was forthcoming. None, however, were.
Now Slaven Bilic has pulled the plug on the deal after the Hammers signed Robert Snodgrass with Villa in pole position to take advantage of the east Londoner's fumble.