Marketing and advertising is big business. Behind the business is an entire academic field of study focused on consumer behavior! This is where Dr. Peter McGraw thrives. He is a Behavioral Economist and Professor of Marketing and Psychology at the University of Colorado Boulder.
During Dr. McGraw’s career, he has discovered and studied the truly masterful marketers. Who are they? Comedians! Surprised? Listen to this episode to get a glimpse of how the great comics have some of the savviest strategies for branding themselves and learn more about the effects of humor on consumer behavior.
As a scientist who studies humor within the context of consumer behavior, Dr. McGraw has founded a research lab called HuRL, the Humor Research Lab. (By the way - no comedians were harmed during his lab research). He has also co-authored a book about the study of humor titled, The Humor Code- A Global Search for What Makes Things Funny. Just published this year is his newest book, (“a how-to” guide for entrepreneurs, if you will) titled, Shtick to Business. And, as if that isn’t enough, he hosts a podcast show called, I’m Not Joking. Check out this episode of Industry Alchemist to broaden your perspective of marketing and advertising through the lens of science!
Note: Industry Alchemist is working to mitigate the spread of COVID-19. This episode was recorded on 8/5/20 during a zoom call, rather than an in-person interview using podcast equipment; therefore, you may notice a difference in the quality of sound.