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Publications in VIVO

McGraw, Peter Professor


Research Areas research areas


research overview

  • Dr. McGraw’s research focuses on the emotional causes and consequences of judgment and choice with implications for consumer behavior and public policy. Since 2008, McGraw has been focused on investigating the antecedents and consequences of humor. More recently, he has started research on the production and consumption of entertainment.


  • Consumer psychology, Judgment and decision making, Behavioral economics, Emotion, Affect, Mood, Humor, Entertainment, Consumption


selected publications


courses taught

  • MBAC 6090 - Marketing Management
    Primary Instructor - Fall 2018
    Provides a solid foundation of marketing knowledge by focusing on principles of marketing. Introduces the role that marketing cases play in advancing understanding and skill development in the field of marketing. Case discussions illustrate concepts discussed, and case studies are used to introduce the marketing decision making process. Emphasizes the international nature of marketing, as well as the importance of analysis and the understanding of the economic, demographic, political-legal-regulatory, sociocultural, technological, and natural environments.
  • MKTG 7815 - Doctoral Seminar: Consumer and Managerial Decision Making in Marketing
    Primary Instructor - Spring 2019 / Fall 2021
    Examines judgment and decision making research pertinent to understanding how consumers and marketing managers make decisions. Uses economic models as a normative backdrop for examining research on decision heuristics, judgment and choice anomalies, and contingent decision behavior. Examines processes of causal judgment and inference and the influenceof a variety of contextual factors (including time) on judgment and decision.


International Activities

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