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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

  • MKTG 7815 - Doctoral Seminar: Consumer and Managerial Decision Making in Marketing
    Primary Instructor - Spring 2019
    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.
  • PSYC 4011 - Senior Thesis
    Primary Instructor - Spring 2020
    Critically reviews some aspect of psychological literature, scholarly analysis of a major psychological issue, and/or empirical research project. See the psychology honors director for further information.


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