Caroline Roux
Associate Professor
John Molson School of Business
Concordia University

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I am the holder of the Concordia University Research Chair on the Psychology of Resource Scarcity. 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.

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.

Select Research


Can Thoughts of Having Less Ever Promote Prosocial Preferences? The Relationship between Scarcity, Construal Level, and Sustainable Product Adoption - Journal of the Association for Consumer Research (2020), with Kelly Goldsmith* and Anne Wilson

The Effects of Scarcity on Consumer Decision Journeys 
Journal of the Academy of Marketing Science (2019), 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

A Self-Regulatory Model of Resource Scarcity - 
Journal of Consumer Psychology (2019), with 
Christopher Cannon* and Kelly Goldsmith

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

Understanding the Relationship Between Resource Scarcity and Object Attachment - invited at Current Opinion in Psychology, with Kelly Goldsmith* and Christopher Cannon

How Anticipated and Actual Financial Constraints Affect Policy Acceptability: The Impact of Retirement Pension on the Money Illusion Effect - under review at the Journal of Applied Psychology, with Marta Caserotti* and Enrico Rubaltelli

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)

Time is Money? How a Scarcity Mindset Shifts How Consumers Trade-off Time and Money Savings (with Marta Caserotti*, Andrea Pitarello, and Enrico Rubaltelli)

Intersectionality of Socio-Historical and Economic Disadvantages in Subsistence Marketplaces: A Quantitative Approach (with Srini Venugopal*, L. Lin Ong, Smriti Kumar, and José A. Rosa)