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Alixandra Barasch

Alixandra Barasch

Joined Stern 2016

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 815, (212) 998-0511
New York, NY 10012


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Alixandra Barasch joined New York University Stern School of Business as an Assistant Professor of Marketing in July 2016.

Professor Barasch’s research examines social aspects of consumption, such as the implications of focusing on oneself versus others, judgments and inferences about others and decisions to share information or resources. One stream of her research explores prosocial behaviors that help us signal our virtue to ourselves and others. In this set of projects, Professor Barasch studies both what motivates people to perform good deeds and how we perceive the motivations of prosocial actors. A second stream of her research investigates how people decide what and when to share with others. In this line of inquiry, she investigates the social motivations and other goals underlying people’s photo-taking behaviors and transmission of information via word-of-mouth. Her research has been published in leading marketing and psychology journals such as the Journal of Consumer Research , Journal of Marketing Research and the Journal of Personality and Social Psychology.

Before joining NYU Stern, Professor Barasch worked at MDRC, a non-profit organization dedicated to education policy research. She taught at the University of Macau and conducted research at the Hong Kong University of Science and Technology as a Fulbright Scholar.

She received her B.S. in psychology with a minor in chemistry from Duke University. She holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania.

Research Interests

  • Judgment and Decision Making
  • Sharing and Experiential Consumption
  • Social Judgment and Signaling
  • Prosocial Behavior

Academic Background

Ph.D., Marketing
The Wharton School of the University of Pennsylvania

B.S., Psychology
Duke University

Related News & Research

Why Putting Your Phone Away Isn't The Answer

Consumers Enjoy Events More When Commenting on Them

Professor Alixandra Barasch is quoted in a story examining how fashion brands can take advantage of the key back-to-school shopping season amid the coronavirus crisis

Professor Alixandra Barasch weighs in on the recent surge in downloads of the app Byte

Professor Alixandra Barasch explains why small advertisers can't afford to leave Facebook despite the social network facing a growing ad boycott

In a radio interview, Professor Alixandra Barasch shares takeaways from her recent research on photo-sharing

Professor Alixandra Barasch is quoted in a story exploring how advertisers market products to women

Professor Alixandra Barasch is quoted in a story examining the decisions made by some brands to edit their Super Bowl ads following the passing of Kobe Bryant

Professors Alixandra Barasch and Tulin Erdem offer commentary in a story on Facebook's decision to air its first-ever Super Bowl ad

Expressing High Levels of Anger May Diminish Status, New Research Finds

Professor Alixandra Barasch's research about social media's impact on the enjoyment of experiences is referenced.

Professor Alixandra Barasch's joint research on the relationship between taking photos and memory is cited

Professor Alixandra Barasch shares how emotional displays by candidates at the recent Democratic Debate affect status and power

In a podcast interview, Professor Alixandra Barasch offers commentary about Target Circle and the status of customer loyalty programs across the retail landscape

Professor Alixandra Barasch is interviewed about her research on the effects of photo taking on experiences and memory

Professor Alixandra Barasch shares insights on how taking photos with the intention to share impacts experiences, based on her research

Professor Alixandra Barasch shares insights from her research on the impact of taking photos with the intention to share them

Professor Alixandra Barasch shares how looking at a video right after an event may alter children's memories

Professor Alixandra Barasch's research on how taking photos for social media impacts enjoyment of experiences is referenced

Professor Alixandra Barasch's research on the benefits of sharing candid photos is included in a story on social media sharing

Areas of Expertise


  • Consumer Psychology/Behavior
  • Social Media