Headshot of Alix Barasch
Associate Professor

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Alix Barasch earned her Ph.D. in Marketing from The Wharton School, University of Pennsylvania. Previously, she was an Assistant Professor at New York University and a Visiting Associate Professor at INSEAD. 

Alix studies how new technologies are fundamentally reshaping consumer behavior and well-being. One stream of her research investigates how different technologies (e.g., photo-taking, live streaming, personal quantification) affect consumers' enjoyment and memories of their experiences, as well as their pursuit of goals and interpersonal relationships. Another stream of her research explores how people communicate with others in online contexts, decide to share information or resources with others, signal their status or good qualities to others through social media, and make inferences based on the signals they receive from others. And finally, Alix also studies morality and prosocial behavior, such as what motivates people to do good deeds, how they perceive the good deed of others, and how they evaluate the fairness and welfare impact of new technological innovations. 

Alix's research has been published in a variety of top journals in marketing (Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing) and psychology (Journal of Personality and Social Psychology, Psychological Science). Her work is regularly featured in global media outlets such as New York Times, The Atlantic, Time, Washington Post, Fast Company, Wired, and NPR. She is currently an Associate Editor at the Journal of Consumer Research and the Journal of Marketing, and serves on the editorial review board at Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Personality and Social Psychology. Alix won the Early Career Award from the Association for Consumer Research in 2023, and was selected as a Marketing Science Institute Young Scholar in 2021.

Before starting her graduate studies, Professor Barasch worked at MDRC, a non-profit dedicated to education policy research. She was also selected as a Fulbright Scholar, and spent a year teaching at the University of Macau and doing research at the Hong Kong University of Science and Technology.