Peter McGraw

Peter McGraw is Associate Professor of Marketing and an innovative researcher who has a talent for fostering community. During his academic career, he has received more than 15 awards, grants and honors. McGraw’s research examines the interrelationship of judgment, emotion, and choice, with a focus on consumer behavior and public policy. He has recently turned his attention to the question of what makes things funny, and its implications for marketing and management. The 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 Lab (aka HuRL), a laboratory dedicated to the experimental study of humor, its antecedents and consequences. McGraw has recently co-authored a book, The Humor Code: A Global Search for What Makes Things Funny. He has published more than 30 academic papers, and his work has been covered by the BBC, NPR, MSNBC, Scientific American, Wall Street Journal, and the Financial Times.

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