Kate Barasz

Associate Professor of Marketing

ESADE Business School

My research focuses on consumer decision-making, with a particular interest in how we make sense of other people's choices—the assumptions and inferences we make about others' preferences, motives, and personality based on the decisions we observe them making.

For instance, how do we determine what motivated someone else's choice? What do we think people will like based on what they've chosen in the past? Why do we pass judgment about what is "permissible" for others to buy?

As my research highlights, people tend to form assumptions systematically (and often mistakenly) about others and their choices , with implications for interpersonal inferences, donations and gift-giving, surrogate decision-making, and policy support.