Caroline Roux
Assistant Professor
John Molson School of Business
Concordia University

Video describing my work

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I received my Ph.D. in Marketing from Northwestern University’s Kellogg School of Management. I also hold a M.Sc. in Marketing from HEC Montréal and a B.B.A. in Marketing from the Université du Québec à Trois-Rivières. 

My primary area of research explores how reminders of resource scarcity affect consumers’ cognitions, judgment and behaviour. More broadly, my research interests focus on advancing the understanding of how pro-social values and moral considerations influence consumers’ decision making.

Select Research

A Self-Regulatory Model of Resource Scarcity

invited for second round review at the
Journal of Consumer Psychology
Co-authors: Chris Cannon* and Kelly Goldsmith

When Seeking the Best Brings out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior

invited for second round review at the
Journal of Consumer Psychology
Co-authors: Kelly Goldsmith* and Jingjing Ma

On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior

Journal of Consumer Research (2015)
Kelly Goldsmith and Andrea Bonezzi

Recognizing Business Ethics: Practical and Ethical Challenges in Awarding Prizes for Good Corporate Behavior

Journal of Business Ethics (2009)

Co-authors: Wayne Norman* and Philippe Bélanger

Select Work in Progress

When Thoughts of “Having Less” Promote the Desire to Become One’s Best: Reminders of Resource Scarcity Increase the Desire for Self-Improvement (with Kelly Goldsmith* and Ali Tezer)

Acting on Information: Reminders of Resource Scarcity Promote Flexible Thinking and Adaptive Behavior (with Kelly Goldsmith* and Anne Wilson)

Transformative Consumer Agency in the Face of Intersectional Disadvantage of Caste and Class (with Srini Venugopal*, Lin Ong, Smriti Kumar, and Jose Antonio Rosa)

The Social Comfort of 'Other' Cues in Lonely Consumption (with Gina Mohr* and Morgan Poor)