Peter McGraw is a professor of marketing and psychology at the University of Colorado Boulder. He is known for his research on humor, particularly how it affects consumer behavior and social interactions. McGraw has developed theories that explore the psychology behind what makes things funny and how humor can be used in various contexts. In addition to his academic work, McGraw is the co-host of the popular podcast Funny Money, where he discusses the intersection of humor and business. He has also authored several articles and books, contributing to the understanding of humor's role in everyday life and its impact on society.