C.V.

Tag: consumer behavior

Alone Not at Home: What do Singles do Alone in Public?

By Peter McGraw Subscribe to Single Insights: The Science of Solos How many people go out in public alone—to enjoy a cappuccino, go to the movies, or even attend a concert? To answer that question, I surveyed single and married Americans (N = 254), asking them about their lone participation in 25 public activities. Most […]

Singles are Fueling the World’s Biggest Day of eCommerce

Singles are Fueling the World’s Biggest Day of eCommerce By Peter McGraw Subscribe to Single Insights What started as a small celebration of single living at a Chinese university has turned into a global demonstration of the buying power of singles. Partnered people have Valentine’s Day and New Year’s Eve, and families have pretty much […]

Beyond advertising: Marketing research on humor and consumer goals

The Journal of Consumer Research is publishing a paper that I wrote with Caleb Warren (University of Arizona) and Adam Barsky (University of Melbourne). We look beyond advertising research at ways humor has important effects on people’s lives. The abstract: Humor, Comedy, and Consumer Behavior Consumers regularly experience humor while buying and using products, procuring […]

Using consumer behavior to improve your product pitch

I formed a “Board of Evaluators” for the consumer behavior course I teach at the Leeds School of Business. The BOE, as I like to call them, were tasked with evaluating two minute pitches that the students put on YouTube. The class was told that the BOE would be acting as an investor group when […]