Dr. Peter McGraw is an expert in the interdisciplinary fields of emotion and behavioral economics. His research examines the interrelationship of judgment, emotion, and choice, with a focus on the production and consumption of entertainment.
In recent years, McGraw has been a leading force in moving 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 Lab (HuRL), a laboratory dedicated to the experimental study of humor, its antecedents and consequences. Another advantage is his willingness to leave the ivory tower to delve more deeply into research questions – whether trying his hand at stand-up at a dive bar, attending a funeral director convention, posing as a shopper at a gun show, or singing hymns at a fundamentalist Baptist church. In 2014, McGraw co-authored The Humor Code: A Global Search for What Makes Things Funny.
McGraw is a professor at the Leeds School of Business and the Department of Psychology and Neuroscience at CU Boulder. He teaches MBA and PhD courses in marketing management and behavioral economics. His work has been covered by The New York Times, Wall Street Journal, NPR, BBC, TIME, and CNN.
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