Peter McGraw
Marketing Program Director
PhD

Koelbel 484

Biography

Dr. Peter McGraw is an expert in the interdisciplinary fields of emotions and behavioral economics. McGraw has published over 40 papers in outlets such as Management Science, Psychological Science, Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Processes. His work has been covered by The New York Times, Wall Street Journal, NPR, BBC, TIME, CNN, Wired, The Atlantic, and Harvard Business Review

He teaches a PhD course in behavioral economics and an MBA course in marketing management. 

McGraw has spent 10 years examining the antecedents and consequences of humor—work that has moved the study of humor from the niche to the mainstream. One advantage that he has over his predecessors is his ability to conduct state-of-the-art experiments with the help of the team he directs at the Humor Research Laboratory (aka HuRL). 

In 2014, McGraw co-authored The Humor Code: A Global Search for What Makes Things Funny. He has written for Slate, Fortune, and Huffington Post. 

He hosts a podcast called I’M NOT JOKING that looks at the lives of comedians, improvisers, comedy writers along with other funny people from business, science and the arts. 

McGraw has spent five years on Stylish Scientist List – something his mom always wanted to happen.

Publications

A full list of publications is available at Professor McGraw's website.

Education

  • PhD, Quantitative Psychology (Judgment and Decision Making)
    The Ohio State University
  • MA, Quantitative Psychology (Judgment and Decision Making)
    The Ohio State University
  • MEd, Educational Psychology (Learning and Cognition)
    Rutgers University
  • BA, Psychology and Exercise Science
    Rutgers University

Research

McGraw conducts research on the interplay of emotions, judgment and choice. His focus is on consumer behavior, product design and public policy. He has investigated a variety of topics, asking questions such as, “What makes things funny?”, “Can people feel happy and sad at the same time?”, “What makes something morally wrong?”, “How do feelings affect the ways people spend money?”, and “What is the ideal length of a movie?”

McGraw directs the Humor Research Laboratory (HuRL), which is dedicated to the scientific study of humor and its antecedents and consequences.

Research Interests

  • Emotion
  • Behavioral Economics
  • Humor
  • Entertainment

Teaching

McGraw’s teaching is primarily focused on the core Marketing Management course for Leeds MBA students. He also regular teaches a doctoral seminar on behavioral economics.

Teaching Interests

  • Marketing Management
  • Behavioral Economics
  • Consumer Behavior
  • Advertising and Promotion Management

Select Honors

  • Colorado Business Social Media Leader; Denver Business Journal (2014)
  • Sterling-Rice Research Award (2010, 2011, 2013)
  • Marketing Science Institute Grant (2010, 2011, 2012)
  • Professor of the Game, CU Men's Basketball (2010)
  • Big XII Faculty Fellowship (2006, 2010)
  • Guiney Research and Teaching Award, Leeds School of Business (2008)
  • Transformative Consumer Research Grant (2008)
  • Marketing Science Institute Young Scholar (2007)