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


On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior - Journal of Consumer Research (2015), with Kelly Goldsmith and Andrea Bonezzi

Recognizing Business Ethics: Practical and Ethical Challenges in Awarding Prizes for Good Corporate Behavior - Journal of Business Ethics (2009), with Wayne Norman* and Philippe Bélanger

Under Review

A Self-Regulatory Model of Resource Scarcity - Under second round review at the 
Journal of Consumer Psychology, with 
Chris Cannon* and Kelly Goldsmith

Anthropomorphism and Self-Regulation: How Framing Products as Partners Versus Servants in Goal Pursuit Impacts the Pleasure from Goal Violation - Under review at the Journal of the Association for Consumer Research, with Kamila Sobol, Laura Goodyear, and Kelly Goldsmith

The Effects of Scarcity on Consumer Decision Journeys Invited for second round review at the 
Journal of the Academy of Marketing Science, with 
Rebecca Hamilton*, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Deborah Roedder John, Anuj Shah, and Meng Zhu

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 Ali Tezer* and Kelly Goldsmith)

Weighing the Costs and Benefits: Reminders of Resource Scarcity Increase Attention to Tradeoff Relevant Contextual Cues (with Anne Wilson* and Kelly Goldsmith)

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