معرفی
Alixandra Barasch serves as Associate Professor of Marketing and PhD Program Director at the University of Colorado Boulder's Leeds School of Business, where she holds the Gordon and Susan Trafton Faculty Scholar designation. Her academic leadership extends to editorial roles at top journals including the Journal of Consumer Research and Journal of Marketing as Associate Editor, and editorial review boards at Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Personality and Social Psychology.
Barasch earned her PhD in Marketing from The Wharton School at the University of Pennsylvania. Prior to joining CU Boulder, she served as Assistant Professor at New York University and Visiting Associate Professor at INSEAD. Her educational background includes a Fulbright Scholarship where she taught at the University of Macau and conducted research at the Hong Kong University of Science and Technology. Before graduate studies, she worked at MDRC, a non-profit focused on education policy research.
Her research program investigates how digital technologies reshape consumer behavior and well-being across three interconnected streams. The first examines how technologies like photo-taking, live streaming, and personal quantification affect enjoyment, memory formation, and interpersonal relationships during experiences. The second stream explores online communication dynamics, including information sharing, status signaling through social media, and inferences from digital signals. The third focuses on morality and prosocial behavior, investigating motivations for good deeds, perceptions of others' prosocial actions, and evaluations of technological innovations' fairness and welfare impacts.
Analysis of her recent publications reveals consistent exploration of digital behavior patterns, particularly streak psychology, authenticity signaling through imperfections, and technology's impact on experience evaluation. Her work bridges consumer psychology with practical applications in digital marketing, social media strategy, and ethical technology design. Barasch's research demonstrates how seemingly small digital behaviors—like photo angles, error corrections, or streak tracking—create significant psychological effects that shape consumer decisions and well-being.
- Early Career Award from the Association for Consumer Research (2023)
- Marketing Science Institute Young Scholar (2021)
Barasch's scholarship has been widely disseminated through publications in top-tier journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Personality and Social Psychology, and Psychological Science. Her work receives significant media attention, regularly featured in New York Times, The Atlantic, Time, Washington Post, Fast Company, Wired, and NPR. While specific grant information isn't detailed in the source material, her Fulbright Scholarship and MSI Young Scholar designation indicate substantial research support.
As PhD Program Director, Barasch leads doctoral education in marketing at Leeds School of Business, shaping the next generation of consumer researchers. Her research program operates at the intersection of marketing, psychology, and technology, examining how digital tools reshape fundamental human experiences from memory formation to social connection. The lab environment she cultivates emphasizes rigorous experimental methods combined with real-world relevance, as evidenced by her strong media presence and editorial leadership in the field.
