Alix Barasch

Professor Alixandra Barasch has medium length brown hair and brown eyes. She's smiling. Alix is wearing a violet button down sleeveless top. She's standing outside on the University of Colorado Boulder campus on a sunny day.

Alixandra
Barasch, PhD

Alix Barasch researches how new technologies are fundamentally reshaping consumer behavior and well-being. She’s an Associate Professor of Marketing at the Leeds School of Business at the University of Colorado at Boulder.

Alix investigates how different technologies (e.g., photo-taking, live streaming, personal quantification) affect consumers. She explores how people communicate with others in online contexts decide to share information or resources with others. Alix is interested in morality and prosocial behavior like what motivates people to do good deeds.

She won the Early Career Award for the Association for Consumer Research in 2023, and 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 Washington Post, NPR, and other global media outlets. Previously, she was an Associate Professor at New York University and a visiting Associate Professor at INSEAD in France.

About Alix
Alix Barasch smiles at the camera. This photo shows her upper body. Alix has long brown hair and is wearing black and white dress.
A view of Flagstaff mountain in the distance with light blue skies. The fields of grass are dry and golden at this time of year. There's a dirt trail with a few hikers in the distance.

Research

Technology and consumer behavior

Social judgement and technology

Sharing and Experiential Consumption

Research
Media
CV