Marketing Seminar - Associate Professor Peter McGraw

Seminar Room 10.039, Level 10 The Spot, 198 Berkeley Street

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Associate Professor Adam Barsky

abarsky@unimelb.edu.au

T: 03 8344 3726

PRESENTER: Associate Professor Peter McGraw (University of Colorado Boulder)  
TOPIC: “Editing”

Abstract:
Editing—to revise and order elements of a consumption experience—is an essential aspect of filmmaking and publishing. However, editing is also critical to the design of a wider array of experiences, such as, organizing retail space, launching a website, curating a Pinterest page, planning a vacation, or scheduling a workday. I propose that editing is a useful framework for understanding how managers and consumers construct experiences that are consumed over time. By examining the psychology of editors and consumers, I integrate seemingly disparate findings from the literature, present case studies documenting editor biases, and propose ways to improve the design of consumption experiences. Finally, I discuss implications for well-being and academic scholarship.

Bio:
Peter McGraw is an associate professor of marketing and psychology at the University of Colorado Boulder. As a behavioral scientist, his research examines the interrelationship of judgment, emotion, and choice. McGraw directs The Humor Research Lab (HuRL) and is the co-author of The Humor Code: A Global Search for What Makes Things Funny. His research has been covered by The New York Times, Wall Street Journal, TIME NPR, BBC, and CNN. His work appears in the Journal of Consumer Research, Journal of Marketing Research, Management Science, Psychological Science, and the Journal of Personality and Social Psychology. He teaches courses in marketing management and behavioral economics.

RSVPs are not necessary.