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Last updated June, 2015
ALIXANDRA BARASCH
The Wharton School, University of Pennsylvania Mobile: (817) 271-9732 727.1 Jon M. Huntsman Hall Fax: (215) 898-2534 3730 Walnut Street [email protected] Philadelphia, PA 19104 Website: https://marketing.wharton.upenn.edu/profile/1629/
EDUCATION
The Wharton School, University of Pennsylvania, Philadelphia, PA Ph.D., Marketing. May, 2016 (Expected)
Duke University, Durham, NC B.S., Summa Cum Laude, Psychology. May, 2008
RESEARCH INTERESTS
Judgment and Decision Making Sharing and Experiential Consumption Social Judgment and Signaling Prosocial Behavior
PUBLICATIONS (*Denotes equal authorship; See abstracts in Appendix)
Berman, Jonathan Z., Emma E. Levine, Alixandra Barasch, and Deborah A. Small (2015), “The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior.” Journal of Marketing Research, 25 (1), 90-104.
Selected Press: BloombergView, Financial Times
Barasch, Alixandra*, Emma E. Levine*, Jonathan Z. Berman, and Deborah A. Small (2014), “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior.” Journal of Personality and Social Psychology, 107 (3), 393-413.
Barasch, Alixandra and Jonah Berger (2014), “Broadcasting and Narrowcasting: How
Audience Size Affects What People Share.” Journal of Marketing Research, 51 (3), 286-299.
Selected Press: NY Times, Marketing Science Institute Reports
Duclos, Rod and Alixandra Barasch (2014), “Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity.” Journal of Consumer Research, 41 (1), 93-107.
Alixandra Barasch (page 2) WORKING PAPERS (*Denotes equal authorship; See abstracts in Appendix)
Alixandra Barasch, Gal Zauberman, and Kristin Diehl. “The Other Side of Sharing: How Photo-taking Goals Impact Evaluations of Experiences.” Under revision.
Barasch, Alixandra, Jonathan Berman, and Deborah Small. “When Payment Undermines
the Pitch: On the Persuasiveness of Pure Motives in Fundraising.” Invited for revision at Psychological Science.
Barasch, Alixandra*, Kristin Diehl*, and Gal Zauberman*. “Does Taking Photos Get in the
Way? The Effect of Photo-taking on the Enjoyment of Experiences.” Under revision. Barasch, Alixandra, Emma E. Levine, and Maurice Schweitzer. “Bliss is Ignorance:
Happiness, Naiveté, and Exploitation.” Under review.
SELECTED RESEARCH IN PROGRESS
“Photographic Memory: The Effects of Photo-taking on Memory for Auditory and Visual Information,” with Kristin Diehl, Jackie Silverman, and Gal Zauberman.
“Limits of Effective Altruism,” with Jonathan Z. Berman, Emma E. Levine, and Deborah A.
Small. “Emotion and Reason as Signals of Cooperation,” with Jonathan Z. Berman, Emma E.
Levine, David Rand, and Deborah A. Small. “The Motivating Force of Carrot versus Stick Incentives in Prosocial Behavior,” with
Deborah A. Small. “Posting Posed, Choosing Candid: Photo Sharers Mispredict Audience Preferences,” with
Jonah Berger.
AWARDS, HONORS & GRANTS
AMA-Sheth Foundation Doctoral Consortium Fellow, 2015 Winner: Society for Consumer Psychology Dissertation Proposal Competition, 2015 Best Empirical Paper Award for the IACM Conference, 2015 Russell Ackoff Research Fellowship, Risk Management and Decision Processes Center, The
Wharton School, 2012–2015 (Total Awards: $10,325) Patty and Jay H. Baker Ph.D. Fellowship, 2014-2015 (Total Awards: $7,410) Fulbright Scholarship, Macau, China, 2010-2011 Valedictorian, Duke University, 2008
Alixandra Barasch (page 3)
Phi Beta Kappa, 2007 Psi Chi Honor Society in Psychology, 2006 Graduation with Distinction, Duke University, 2008
Thesis with Mary Frances Luce, Fuqua School of Business. Zener Award for Outstanding Performance by a Major in Psychology, 2008 Chief Junior Marshall, 2007 Dean’s List with Distinction, 2004-2008 Jacqueline Anne Morris Research Scholar, 2007-2008 Vertical Integration Program Grant, 2007 (Total Award: $2,500)
CHAIRED SYMPOSIA
Barasch, Alixandra (2014, October). “Incentives for Good Behavior and Good Behavior as Incentives,” Association for Consumer Research, Baltimore, MD.
Barasch, Alixandra (2014, October). “Just Like Being There: The Good and the Bad of
Sharing Experiences,” Association for Consumer Research, Baltimore, MD. Barasch, Alixandra and Emma Levine (2013, November). “The Relationship Between
Altruism and Personal Benefits,” Society for Judgment and Decision Making, Toronto. Barasch, Alixandra (2013, October). “How Audience Factors Shape What People Share,”
Association for Consumer Research, Chicago, IL.
CONFERENCE PRESENTATIONS (*Denotes presenting author)
Barasch, Alixandra*, Gal Zauberman, and Kristin Diehl (2015, February). “How Photo-taking Goals Affect Enjoyment of Experiences,” Society for Consumer Psychology, Phoenix, AZ. Part of the “Special Awards Session” with the SCP Fellow, Early Career Award, and
Dissertation Proposal Competition Winner.
Barasch, Alixandra, Emma E. Levine*, and Maurice Schweitzer (2015, June). “Ignorance is Bliss: The Social Costs of Extreme Happiness,” International Association of Conflict Management, Clearwater Beach, FL. Best Empirical Paper Award.
Barasch, Alixandra, Emma E. Levine*, Jonathan Z. Berman, and Deborah A. Small (2015,
February). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Society for Personality and Social Psychology, Poster, Long Beach, CA.
Alixandra Barasch (page 4) Barasch, Alixandra* and Deborah A. Small (2014, October). “The Effect of Carrot versus
Stick Incentives in Motivating Good Deeds,” Association for Consumer Research, Baltimore, MD.
Barasch, Alixandra*, Kristin Diehl, and Gal Zauberman (2014, October). “When Happiness
Shared is Happiness Halved: How Taking Photos to Share with Others Affects Experiences and Memories,” Association for Consumer Research, Baltimore, MD.
Barasch, Alixandra, Emma E. Levine*, and Maurice Schweitzer (2014, August). “Ignorance is
Bliss: The Social Costs of Extreme Happiness,” Academy of Management, Philadelphia, PA.
Barasch, Alixandra* and Deborah A. Small (2014, July). “The Effect of Carrot versus Stick
Incentives in Motivating Good Deeds,” Behavioral Decision Research in Management, London, UK.
Barasch, Alixandra, Jonathan Z. Berman*, and Deborah A. Small (2014, July). “Incentivized
Persuaders are Less Effective: Evidence from Fundraising Experiments,” Behavioral Decision Research in Management, London, UK.
Barasch, Alixandra* and Jonah Berger (2014, May). “Broadcasting and Narrowcasting: How
Audience Size Shapes What People Share,” Trans-atlantic Doctoral Conference, London, UK.
Barasch, Alixandra*, Jonathan Z. Berman, and Deborah A. Small (2014, May). “Incentivized
Persuaders are Less Effective: Evidence from Fundraising Experiments,” Yale Whitebox, New Haven, CT.
Barasch, Alixandra, Emma E. Levine, Jonathan Z. Berman, and Deborah A. Small* (2014,
May). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Association for Psychological Science, San Francisco, CA.
Barasch, Alixandra and Jonah Berger (2014, February). “Broadcasting and Narrowcasting:
How Audience Size Shapes What People Share,” Society for Personality and Social Psychology, Poster, Austin, TX.
Barasch, Alixandra*, Emma E. Levine, Jonathan Z. Berman, and Deborah A. Small (2013,
November). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Society for Judgment and Decision Making, Toronto.
Barasch, Alixandra* and Jonah Berger (2013, October). “Broadcasting and Narrowcasting:
How Audience Size Shapes What People Share,” Association for Consumer Research, Chicago, IL.
Alixandra Barasch (page 5) Barasch, Alixandra*, Emma E. Levine, Jonathan Z. Berman, and Deborah A. Small (2013,
October). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Association for Consumer Research, Chicago, IL.
Berman, Jonathan Z.*, Emma E. Levine, Alixandra Barasch, and Deborah A. Small (2013,
October). “The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior,” Association for Consumer Research, Chicago, IL.
Barasch, Alixandra, Emma E. Levine*, Jonathan Z. Berman, and Deborah A. Small (2013,
August). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Academy of Management, Orlando, FL.
Barasch, Alixandra*, Emma E. Levine, Jonathan Z. Berman, and Deborah A. Small (2013,
July). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” European Conference of the Association for Consumer Research, Barcelona, Spain.
Barasch, Alixandra, Emma E. Levine, Jonathan Z. Berman, and Deborah A. Small* (2013,
May). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Association for Psychological Science, Washington, DC.
Barasch, Alixandra* and Jonah Berger (2013, February). “Broadcasting and Narrowcasting:
How Audience Size Shapes What People Share,” Society for Consumer Psychology, San Antonio, TX.
Duclos, Rod and Alixandra Barasch* (2012, December). “In the Aftermath of an Earthquake:
Interactive Effects of Self-construal and Victim Group-Status on Charitable Behavior,” Association for Consumer Psychology, Singapore.
Barasch, Alixandra*, Emma E. Levine*, Jonathan Z. Berman, and Deborah A. Small (2012,
November). “Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior,” Society for Judgment and Decision Making, Poster, Minneapolis, MN.
Duclos, Rod and Alixandra Barasch* (2012, October). “In the Aftermath of an Earthquake:
Interactive Effects of Self-construal and Victim Group-Status on Charitable Behavior,” Association for Consumer Research, Vancouver, BC.
Duclos, Rod and Alixandra Barasch* (2012, February). “In the Aftermath of an Earthquake:
Interactive Effects of Self-construal and Victim Group-Status on Charitable Behavior,” Society for Consumer Psychology, Poster, Las Vegas, NV.
Alixandra Barasch (page 6) Duclos, Rod and Alixandra Barasch* (2011, October). “In the Aftermath of an Earthquake:
Interactive Effects of Self-construal and Victim Group-Status on Charitable Behavior,” Association for Consumer Research, Poster, St. Louis, MO.
INVITED TALKS
VU University, Amsterdam
TEACHING EXPERIENCE
The Wharton School, University of Pennsylvania Graduate Teaching Assistant, Marketing
o Marketing for Social Impact, Professor Deborah Small, Fall 2014 o Psychology of Consumer Financial Decisions, Professor Gal Zauberman,
Spring 2014 o Consumer Behavior, Professor Deborah Small, Spring 2013 o Strategic Brand Management, Professor Cassie Mogilner, Spring 2012
Teacher Development Program, 2013
Fulbright Scholarship, University of Macau English Teaching Fellow
o English Interaction and Study Skills I, Fall 2010 o English Interaction and Study Skills II, Spring 2011
SERVICE TO THE FIELD
Ad Hoc Reviewer o Journals: Management Science, Judgment and Decision Making, Journal of
Consumer Research (Trainee) o Conferences: Association for Consumer Research, Society for Consumer
Psychology, American Marketing Association
Student Affairs Representative for the SCP Executive Committee, 2014-2015 SERVICE TO THE SCHOOL
Co-Founder and Co-President of Wharton Society for the Advancement of Women in Business Academia (W-SAWBA), 2013-2015
Penn Interdisciplinary Meeting of the Minds (PIMM), 2011-2015 Vice President of Wharton Doctoral Council, 2011-2015
Alixandra Barasch (page 7) AFFILIATIONS
Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Society for Judgment and Decision Making (SJDM) Society for Personality and Social Psychology (SPSP)
PREVIOUS EMPLOYMENT
MDRC, New York, NY 2008 – 2010 Nonprofit social policy research firm Technical Research Assistant, K-12 Education
RELEVANT COURSEWORK
Consumer Behavior and Psychology
Consumer Judgment and Decision Making Barbara Mellers Consumer Behavior Patti Williams Decision Processes: Judgment and Decision Making Uri Simonsohn Judgment and Decision Making Jonathan Baron Conflict Management Maurice Schweitzer Research Taboos Philip Tetlock Consumer Judgment and Decision Making (audit) Gal Zauberman Social Psychology (audit) Geoffrey Goodwin
Research and Quantitative Methods
Research Methods in Marketing Bob Meyer Measurement & Data Analysis Raghu Iyengar Applied Regression and ANOVA Paul Rosenbaum Nonparametric and Loglinear Models Paul Rosenbaum
Additional Marketing Seminars
Analytic Modeling Jagmohan Raju Empirical Models in Marketing Maria Ana Vitorino Marketing Strategy Christophe Van den Bulte
Alixandra Barasch (page 8)
REFERENCES
Deborah Small (Dissertation co-chair) Gal Zauberman (Dissertation co-chair) Associate Professor of Laura and John J. Pomerantz Professor of Marketing and Psychology Marketing and Psychology The Wharton School The Wharton School University of Pennsylvania University of Pennsylvania Email: [email protected] Email: [email protected] Office: (215) 898 – 6494 Office: (215) 573 – 0558 Jonah Berger Rom Schrift Associate Professor of Marketing Assistant Professor of Marketing The Wharton School The Wharton School University of Pennsylvania University of Pennsylvania Email: [email protected] Email: [email protected] Office: (215) 898 – 8249 Office: (215) 898 – 7021
Kristin Diehl Associate Professor of Marketing Marshall School of Business University of Southern California Email: [email protected] Office: (213) 740 – 5054
Alixandra Barasch (page 9)
APPENDIX I: DISSERTATION OVERVIEW
The Detrimental Effects of External Objectives in Consumer Behavior Co-Chairs: Deborah Small and Gal Zauberman Committee: Rom Schrift, Kristin Diehl, Paul Rozin
Consumers often engage in behaviors that are meaningful or self-relevant. These behaviors are typically guided by internal processes and motivations; as a result, extrinsic objectives can be disruptive. In my dissertation, I will explore two distinct areas in which an external goal or incentive can be detrimental for consumers. In my first essay, “The Other Side of Sharing: How Photo-taking Goals Impact Evaluations of Experiences” (job market paper; under revision), I examine the utility people derive from their experiences as a function of their photo-taking goals. Virtually all people strive to maximize the happiness they obtain from their experiences, both living them in the moment and reliving them in the future. In a world where photo-taking is becoming increasingly common in almost every experience, it is important to understand how consumers’ photo-taking objectives influence how much they enjoy their experiences. In two field studies and six laboratory studies, we find that relative to taking photos to preserve memories for oneself, taking photos to share with others decreases consumers’ enjoyment of an experience. This effect occurs because taking photos to share increases anxiety from self-presentational concern. In other words, taking photos with the goal of sharing them with others, that is, with an extrinsic social motivation, can make rewarding activities less enjoyable. In my second essay, “When Payment Undermines the Pitch: On the Persuasiveness of Pure Motives in Fundraising” (invited for revision at Psychological Science), I investigate individuals’ effectiveness in persuading others to donate to a cause as a function of whether they were incentivized. Many individuals are intrinsically motivated to perform prosocial acts; that is, they are internally driven to help others. For activities like this that provide their own inherent reward, the introduction of an external motivator, such as a monetary incentive, can sometimes backfire—decreasing effort or persistence in prosocial tasks. In this work, I demonstrate an additional channel through which incentives can be harmful beyond motivation. In three fundraising experiments, we find that monetary incentives make individuals less effective in persuading others to donate to a cause by undermining their perceived sincerity. This is the case only when the incentive implies a selfish motive, which is in conflict with the altruistic motive of supporting a cause. In other words, extrinsic material rewards can “crowd out” individuals’ genuineness of expression and thus their ability to gain support for a cause.
Alixandra Barasch (page 10) APPENDIX II: SELECTED RESEARCH ABSTRACTS
The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior (Journal of Marketing Research, 2015) People often brag about, or advertise, their good deeds to others. Seven studies investigate how bragging about prosocial behavior affects perceived generosity. The authors propose that bragging conveys information about an actor’s good deeds, leading to an attribution of generosity. However, bragging also signals a selfish motivation (a desire for credit) that undermines the attribution of generosity. Thus, bragging has a positive effect when prosocial behavior is unknown because it informs others that an actor has behaved generously. However, bragging does not help—and often hurts—when prosocial behavior is already known, because it signals a selfish motive. In addition, the authors demonstrate that conspicuous cause marketing products have effects akin to bragging by signaling an impure motive for doing good deeds. Finally, the authors argue that bragging about prosocial behavior is unique because it undermines the precise information that the braggart is trying to convey (generosity). In contrast, bragging about personal achievements does not affect perceptions of the focal trait conveyed in the brag. These findings underscore the strategic considerations inherent in signaling altruism. Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior (Journal of Personality and Social Psychology, 2014) Theories that reject the existence of altruism presume that emotional benefits serve as ulterior motives for doing good deeds. These theories argue that even in the absence of material and reputational benefits, individuals reap utility from the feelings associated with doing good. In response to this normative view of altruism, this article examines the descriptive question of whether laypeople penalize emotional prosocial actors. Six studies find that emotion serves as a positive signal of moral character, despite the intrapsychic benefits associated with it. This is true when emotion motivates prosocial behavior (Studies 1, 2, 3, and 5) and when emotion is a positive outcome of prosocial behavior (i.e., “warm glow”; Studies 4, 5, and 6). Emotional actors are considered to be moral because people believe emotion provides an honest and direct signal that the actor feels a genuine concern for others. Consequently, prosocial actors who are motivated by the expectation of emotional rewards are judged differently than prosocial actors who are motivated by other benefits, such as reputational or material rewards (Study 6). These results suggest that laypeople do not view altruism as incompatible with all benefits to the self. Broadcasting and Narrowcasting: How Audience Size Affects What People Share (Journal of Marketing Research, 2014) Does the number of people with whom someone communicates influence what he or she discusses and shares? Six studies demonstrate that compared with narrowcasting (i.e.,
Alixandra Barasch (page 11) communicating with just one person), broadcasting (i.e., communicating with multiple people) leads consumers to avoid sharing content that makes them look bad. Narrowcasting, however, encourages people to share content that is useful to the message recipient. These effects are driven by communicators’ focus of attention. People naturally tend to focus on the self, but communicating with just one person heightens other-focus, which leads communicators to share less self-presenting content and more useful content. These findings shed light on the drivers of word of mouth and provide insight into when the communication sender (vs. receiver) plays a relatively larger role in what people share. Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity (Journal of Consumer Research, 2014) This research examines the interplay of self-construal orientation and victim group-membership on prosocial behavior. Whereas consumers primed with an independent self-construal demonstrate similar propensities to help needy in-group and out-group others, an interdependent orientation fosters stronger commitments to aid in-group than out-group members. This interaction holds in both individualistic (i.e., the United States) and collectivistic (i.e., China) nations and seems driven by a belief system. For interdependents, the prospect of helping needy in-group (relative to out-group) members heightens the belief that helping others contributes to their own personal happiness, which in turn increases their propensity to act benevolently. Such in-group/out-group distinctions do not seem to operate among independents. The article concludes by discussing the theoretical implications of our findings for the cross-cultural, intergroup-relations, and prosocial literatures before deriving insights for practice. Does Taking Photos Get in the Way? The Effect of Photo-taking on the Enjoyment of Experiences (Under revision) Experiences are vital to the lives and well-being of people; hence, understanding the factors that amplify or dampen enjoyment of experiences is important. One such factor is photo-taking, which has become ubiquitous and an integral part of people’s experiences. Prior research has not examined the effects of photo-taking on enjoyment of experiences but has identified relevant processes. These processes suggest that taking photos could either enhance or degrade experiences, depending on whether photo-taking will increase or decrease engagement with the experience. Across one field and four lab experiments, we find that taking photos improves evaluations of positive experiences, both immediately following the experience as well as after a delay, which is due to photo-taking enhancing engagement in the experience. However, these benefits only occur when capturing an experience in photos does not overly interfere with the experience itself. In addition, for negative experiences, the enhanced engagement due to photo-taking results in worse evaluations of the experience.
Alixandra Barasch (page 12) Bliss is Ignorance: Happiness, Naiveté, and Exploitation (Under review) Across five studies, we examine how the magnitude of expressed happiness influences social perception and interpersonal behavior. We find that happiness evokes different judgments when expressed at high levels than when expressed at moderate levels, and that these judgments influence opportunistic behavior. Specifically, people perceive very happy individuals to be more naïve than moderately happy individuals. These perceptions reflect the belief that very happy individuals shelter themselves from negative information about the world. As a result of these inferences, relative to moderately happy people, very happy people are more likely to receive biased advice from advisors with a conflict of interest. Our findings challenge existing assumptions in organizational behavior and psychology by identifying a significant disadvantage of expressing happiness. Our research underscores the importance of examining emotional expressions at different magnitudes. We call for future work to explore how the same emotion, experienced or expressed at different levels, influences behavior.
