Howard Moskowitz

Howard R. Moskowitz (born ) is an American market researcher and psychophysicist. He is known for the detailed study he made of the types of spaghetti sauce and horizontal segmentation. By providing a large number of options for consumers, Moskowitz pioneered the idea of intermarket variability as applied to the food industry.

Early life and education Moskowitz earned undergraduate degrees in mathematics and psychology from Queens College, City University of New York, where he was elected to Phi Beta Kappa.

He went on to complete a Ph.D. in Experimental Psychology at Harvard University in 1969, where he studied under S. S. Stevens, the influential psychologist known for developing modern psychophysics and the theory of measurement scales. His doctoral research focused on psychophysics and sensory perception. Products After graduating from Harvard, Moskowitz was hired by the United States Army to improve their Meals, Ready-to-Eat, where he applied the concept of sensory-specific satiety, the tendency for consumers to tire of strongly flavored foods, to ensure that the meals were formulated in a way that encouraged soldiers to eat sufficient calories.

Moskowitz developed Cherry Vanilla Dr Pepper when he was hired in 2004 by Cadbury Schweppes, which was hoping to expand the market for Dr Pepper by developing a product line extension using an alternative formulation with vanilla or cherry flavors.