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

The Role of Goals and Values in Decision Making under Scarcity (with Kelly Goldsmith)

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)