Alix Barasch

Alixandra Barasch, PhD is an Associate Professor of Marketing at the Leeds School of Business at the University of Colorado at Boulder. She studies how new technologies are fundamentally reshaping consumer behavior and well-being.

Alix investigates how different technologies (e.g., photo-taking, live streaming, personal quantification) affect consumers. Specifically, how it affects peoples’ enjoyment and memories of their experiences, as well as their pursuit of goals and interpersonal relationships. Alix also explores how people communicate with others in online contexts decide to share information or resources with others. She’s interested in morality and prosocial behavior. For instance, what motivates people to do good deeds? And, how do people evaluate the fairness and welfare impact of new technological innovations? Read Alix’s publications in top journals in marketing and psychology.

She won the American Marketing Association’s Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor in 2024. Alix Barasch’s work has been featured in The New York Times, The Atlantic, TIME, The Washington Post, Fast Company, Wired, NPR, and other global media outlets. View her mentions in the media. She currently serves on the editorial boards at Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. She was selected as a Marketing Science Institute Young Scholar in 2021.

Previously, Alix Barasch was an Associate Professor of Marketing at New York University. She was a Visiting Associate Professor at INSEAD in France. Alix earned her PhD in Marketing from The Wharton School at the University of Pennsylvania. Before starting her graduate studies, Alix worked at MDRC, a non-profit dedicated to education policy research. As a Fulbright Scholar, she spent a year teaching at the University of Macau and doing research at the Hong Kong University of Science and Technology. She graduated Summa Cum Laude with a BS in Psychology from Duke University.

Affiliations

Association for Consumer Research (ACR)

Society for Consumer Psychology (SCP)

American Marketing Association (AMA)

Society for Judgement and Decision Making (SPSP)

European Marketing Academy (EMAC)