Interaction on social media during an event increases our enjoyment in the moment and beyond.
Alixandra Barasch is a Visiting Associate Professor of Marketing at INSEAD. She is also an Assistant Professor at the Stern School of Business, New York University. Alix earned her Ph.D. in Marketing from The Wharton School, University of Pennsylvania.
Alix’s research examines how new technologies are fundamentally reshaping consumer behavior and well-being. For example, in one stream of research, she investigates how different technologies (e.g., photo-taking, live streaming, personal quantification) affect consumers’ enjoyment and memories of their experiences, as well as how consumers pursue goals and interpersonal relationships. Another stream of her research explores how people communicate with others in online contexts, how they decide to share information or resources with others, and how they make inferences about others from various sorts of signals. Alix also studies moral judgments associated with new technologies, such as how consumers evaluate the fairness of new innovations and how people and companies communicate their status and generosity through social media and word-of-mouth. Finally, another related stream of Alix’s work explores prosocial behavior (e.g., charitable donations), both in terms of what motivates people to do good deeds and how consumers perceive the good deeds of others.
Alix’s research has been published in top marketing journals (Journal of Consumer Research, Journal of Marketing Research) and psychology journals (Journal of Personality and Social Psychology, Psychological Science). Her work is also regularly featured in worldwide media outlets such as New York Times, Atlantic, Time, Washington Post, Business Insider, Boston Globe, Fast Company, Wired, Slate, NPR, CNN, among others. She currently serves on the editorial boards at the Journal of Consumer Research and Journal of Consumer Psychology.