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Publications in VIVO

McGraw, Peter



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, marketing strategy, and public policy. McGraw is best known for his research on the antecedents and consequences of humor. Recently, he has started research on single living and well-being.


  • 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 3250 - Buyer Behavior
    Primary Instructor - Spring 2022 / Spring 2023 / Spring 2024
    Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors.
  • MKTG 7815 - Doctoral Seminar: Consumer and Managerial Decision Making in Marketing
    Primary Instructor - Spring 2019 / Fall 2021 / Fall 2023
    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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