The AMA Foundation (AMAF) is thrilled to announce Alixandra Barasch as the recipient of the 2024 Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor! The Erin Anderson Award recognizes emerging female marketing scholars and mentors, while honoring and celebrating the life of Erin Anderson. Erin was a widely respected mentor and scholar whose research made significant contributions to the marketing discipline.
This award is given annually to a female marketing scholar we anticipate becoming a leading marketing academic in the mold of Erin Anderson. Finalists for this award include Peggy J. Liu, Ayelet Israeli, and Anna Tuchman.
Alix Barasch earned her Ph.D. in Marketing from The Wharton School, University of Pennsylvania. Previously, she was an Assistant Professor at New York University and a Visiting Associate Professor at INSEAD.
Alix studies how new technologies are fundamentally reshaping consumer behavior and well-being. Her research has been published in a variety of top journals in marketing (Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing) and psychology (Journal of Personality and Social Psychology, Psychological Science). Her work is regularly featured in global media outlets such as New York Times, The Atlantic, Time, Washington Post, Fast Company, Wired, and NPR. She is currently an Associate Editor at the Journal of Consumer Research and the Journal of Marketing, and serves on the editorial review board at Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Personality and Social Psychology. Alix won the Early Career Award from the Association for Consumer Research in 2023, and was selected as a Marketing Science Institute Young Scholar in 2021.
Before starting her graduate studies, Alix worked at MDRC, a non-profit dedicated to education policy research. She was also selected as a Fulbright Scholar, and spent a year teaching at the University of Macau and doing research at the Hong Kong University of Science and Technology.
Alixandra Barasch will be honored in person at the AMAF Awards Luncheon during the 2024 AMA Winter Academic Conference in St. Pete Beach, FL, February 23-25, 2024.