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Howard Moskowitz

Dr. Howard R. Moskowitz founded Mind Genomics Associates in 2014, to promote the development and use of the new science of Mind Genomics. The science creates an archival and action-oriented database for knowledge about how people think about the aspects of their daily life. The science is used in business to drive 1:1 sales and marketing, and in social research to understand what is important, and what should be communicated to citizens of a country for socially relevant issues.Dr. Moskowitz is a well-known experimental psychologist in the field of psychophysics and creator of world-class market research technology. In 1969, Dr. Moskowitz earned a Ph.D. in Experimental Psychology from Harvard University. He previously graduated in 1965, Phi Beta Kappa from Queens College (CUNY) with degrees in mathematics and psychology. From 1969-1976 he worked for the US Government as a senior scientist at the US Army Natick Laboratories, and afterwards until now has been an entrepreneur in consumer research. As a scientist, his work received numerous awards. In 1972 he founded Chemical Senses, the premier journal since 1974 for the scientific study of taste and smell. Dr. Howard Moskowitz received awards for his innovative contributions to the field of marketing research. He received the “2012 Edison Award for Innovation” (Bronze Award - Applied Technology/Research Tools category) for the creation of Mind Genomics®, the aforementioned internationally-recognized science using experimental design and predictive analytics to uncover individual human preferences for products, services, ideas and social issues. Dr. Moskowitz has also received: the “2010 Walston Chubb Award for Innovation” across all sciences from Sigma Xi - The Scientific Research SocietyDr. Howard Moskowitz is a distinguished author, speaker, and mentor to students world-wide. He has written more than 400 scientific articles (refereed papers, book chapters, white papers) on the mind of the consumer. He has written or edited 30 books. The books span a wide range of topics, ranging from business to mentoring students. The books include: “Selling Blue Elephants: How to make great products that people want before they even know they want them” (Pearson/Wharton School Publishing, 2007) published in 14 languages/editions.He has written on packaging as well: Packaging Research in New Food Product Development (Wiley-Blackwell, 2009.)To mentor students, in 2010 Dr. Moskowitz wrote YOU! What you MUST know to start your career as a professional. Recently Dr. Moskowitz completed a new set of 19 books on Mind Genomics, with the intent to publish these as e-books, affordable to students and professionals alike.He makes his work readily available through links to his DropBox: Link to the Mind Genomics DropBoxhttps://www.dropbox.com/sh/su4cyn94o0w5x21/AAA6wHGtJTgx67FXUHjdIJyVa?dl=0Link to the 'To Send' Dropbox' https://www.dropbox.com/sh/m2echcyhcpznsew/AADxfkvo3srV5PItyCT8y1lIa?dl=0Link to the 'On my birthday Dropbox' https://www.dropbox.com/sh/htjj8c0miou0r4h/AADJLkLkU82604LX8iLHrP\_1a?dl=0Link to the 'IFT 2018 Follow up Dropbox' https://www.dropbox.com/sh/1gzr9u01sb8jdqm/AACfBZfbE8oH2krRLHPyub2Za?dl=0

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Papers by Howard Moskowitz

Research paper thumbnail of Sensory and Consumer Research in Food Product Design and Development

Blackwell Publishing Ltd eBooks, Jul 11, 2006

Research paper thumbnail of Making Use of Existing Knowledge and Increasing its Business Value-The Forgotten Productivity Tool

Research paper thumbnail of High-Level Product Assessments

Research paper thumbnail of Evolving Sensory Research

Research paper thumbnail of So What are the Practical Considerations in Actually Running a Test? What do I need to know? What does the Rest of the Company Need to Know?

Research paper thumbnail of What Types of Tests do Sensory Researchers do to Measure Sensory Response to the Product? and … Why do they do them?

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of What can Sensory Researchers do to Characterize Products? and … How does One Select the Best Method?

Research paper thumbnail of Understanding Consumers' and Customers' Needs-The Growth Engine

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of What Makes People Crave Fast Foods?

Nutrition Today, Nov 1, 2002

... Julie Adams, MS, works in the sensory analysis department of McCormick & Company. ...... more ... Julie Adams, MS, works in the sensory analysis department of McCormick & Company. ... The causes of food cravings are not well understood, but anecdotal evidence suggests that some foods (eg, chocolate) are highly craved whereas others are not. ...

Research paper thumbnail of Evaluation of in-market communications of selected OTC products targeted to older consumers

Journal of Medical Marketing, Jul 1, 2006

This research establishes a framework to understand how older consumers respond to in-market comm... more This research establishes a framework to understand how older consumers respond to in-market communications for five OTC healthcare products: allergy medication, back pain relief patches, eye drops, gas relief and sleep aids, products commonly used by this segment. The research objective is to identify how the consumer processes currently publically available information, and whether there exists a higher order set of behaviours that transcend individual OTC topics. The study comprises a combination of self-profiling and the conjoint analysis, allowing us to understand the choice of features and communications. The study suggests a division of consumers into three segments: (1) those who want simple summaries of the situation; (2) those who want a statement of the benefit to them; and (3) those who want a detailed explanation of how and why the product works.

Research paper thumbnail of Large-Scale Concept-Response Databases for Food and Drink Using Conjoint Analysis, Segmentation and Databasing

Food science and technology, Dec 19, 2005

Research paper thumbnail of Innovation's Friend: Integrated Market and Sensory Input for Food Product Design and Development

Research paper thumbnail of Setting the Direction: First, know where you are

Wiley-Blackwell eBooks, Feb 27, 2012

Research paper thumbnail of A Process to Bring Consumer Mind-Sets into a Corporation

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of Deconstructing automobile messaging: Clues to brand strategy

The journal of database marketing & customer strategy management, Apr 1, 2003

Research paper thumbnail of Aroma, Quality, and Consumer Mindsets for Shelf-Stable Rice Thermally Processed by Reciprocal Agitation

Research paper thumbnail of Mind Genomics: What Professional Conduct Enhances the Emotional Wellbeing of Teens at the Hospital?

Journal of psychological abnormalities in children, 2015

Research paper thumbnail of Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Journal of Horticulture, 2016

Research paper thumbnail of Taste Intensity, Pleasantness and Quality of Aspartame, Sugars, and Their Mixtures

Canadian Institute of Food Science and Technology Journal, 1977

Abstract Panelists evaluated both unmixed aqueous solutions of aspartame, and of three sugars (gl... more Abstract Panelists evaluated both unmixed aqueous solutions of aspartame, and of three sugars (glucose, fructose, sucrose) at different levels, as well as aspartame-sugar mixtures (by the method of magnitude estimation) for each stimulus. Panelists evaluated sweetness, pleasantness, and overall qualitative dissimilarity to sucrose solutions. Each unmixed sweetener produced sweetness functions conforming to power equations. Mixture sweetness of aspartame with all three sugars could be predicted from a linear combination of component sweetnesses. Pleasantness was approximately an inverted U or L shaped function of sweetness. Dissimilarity to sucrose “flavor” was maximal for mixtures which comprised substantial amounts of aspartame relative to the sugar.

Research paper thumbnail of The Price of Grace: Donations, Charities, and the Mind

People, Preferences & Prices: Sequencing the Economic Genome of the Consumer Mind, 2012

Research paper thumbnail of Sensory and Consumer Research in Food Product Design and Development

Blackwell Publishing Ltd eBooks, Jul 11, 2006

Research paper thumbnail of Making Use of Existing Knowledge and Increasing its Business Value-The Forgotten Productivity Tool

Research paper thumbnail of High-Level Product Assessments

Research paper thumbnail of Evolving Sensory Research

Research paper thumbnail of So What are the Practical Considerations in Actually Running a Test? What do I need to know? What does the Rest of the Company Need to Know?

Research paper thumbnail of What Types of Tests do Sensory Researchers do to Measure Sensory Response to the Product? and … Why do they do them?

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of What can Sensory Researchers do to Characterize Products? and … How does One Select the Best Method?

Research paper thumbnail of Understanding Consumers' and Customers' Needs-The Growth Engine

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of What Makes People Crave Fast Foods?

Nutrition Today, Nov 1, 2002

... Julie Adams, MS, works in the sensory analysis department of McCormick & Company. ...... more ... Julie Adams, MS, works in the sensory analysis department of McCormick & Company. ... The causes of food cravings are not well understood, but anecdotal evidence suggests that some foods (eg, chocolate) are highly craved whereas others are not. ...

Research paper thumbnail of Evaluation of in-market communications of selected OTC products targeted to older consumers

Journal of Medical Marketing, Jul 1, 2006

This research establishes a framework to understand how older consumers respond to in-market comm... more This research establishes a framework to understand how older consumers respond to in-market communications for five OTC healthcare products: allergy medication, back pain relief patches, eye drops, gas relief and sleep aids, products commonly used by this segment. The research objective is to identify how the consumer processes currently publically available information, and whether there exists a higher order set of behaviours that transcend individual OTC topics. The study comprises a combination of self-profiling and the conjoint analysis, allowing us to understand the choice of features and communications. The study suggests a division of consumers into three segments: (1) those who want simple summaries of the situation; (2) those who want a statement of the benefit to them; and (3) those who want a detailed explanation of how and why the product works.

Research paper thumbnail of Large-Scale Concept-Response Databases for Food and Drink Using Conjoint Analysis, Segmentation and Databasing

Food science and technology, Dec 19, 2005

Research paper thumbnail of Innovation's Friend: Integrated Market and Sensory Input for Food Product Design and Development

Research paper thumbnail of Setting the Direction: First, know where you are

Wiley-Blackwell eBooks, Feb 27, 2012

Research paper thumbnail of A Process to Bring Consumer Mind-Sets into a Corporation

Wiley-Blackwell eBooks, Feb 6, 2012

Research paper thumbnail of Deconstructing automobile messaging: Clues to brand strategy

The journal of database marketing & customer strategy management, Apr 1, 2003

Research paper thumbnail of Aroma, Quality, and Consumer Mindsets for Shelf-Stable Rice Thermally Processed by Reciprocal Agitation

Research paper thumbnail of Mind Genomics: What Professional Conduct Enhances the Emotional Wellbeing of Teens at the Hospital?

Journal of psychological abnormalities in children, 2015

Research paper thumbnail of Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Journal of Horticulture, 2016

Research paper thumbnail of Taste Intensity, Pleasantness and Quality of Aspartame, Sugars, and Their Mixtures

Canadian Institute of Food Science and Technology Journal, 1977

Abstract Panelists evaluated both unmixed aqueous solutions of aspartame, and of three sugars (gl... more Abstract Panelists evaluated both unmixed aqueous solutions of aspartame, and of three sugars (glucose, fructose, sucrose) at different levels, as well as aspartame-sugar mixtures (by the method of magnitude estimation) for each stimulus. Panelists evaluated sweetness, pleasantness, and overall qualitative dissimilarity to sucrose solutions. Each unmixed sweetener produced sweetness functions conforming to power equations. Mixture sweetness of aspartame with all three sugars could be predicted from a linear combination of component sweetnesses. Pleasantness was approximately an inverted U or L shaped function of sweetness. Dissimilarity to sucrose “flavor” was maximal for mixtures which comprised substantial amounts of aspartame relative to the sugar.

Research paper thumbnail of The Price of Grace: Donations, Charities, and the Mind

People, Preferences & Prices: Sequencing the Economic Genome of the Consumer Mind, 2012

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