Caroline Roux
Assistant 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


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

When Can Thoughts of Having Less Promote Prosocial Preferences? The Relationship between Scarcity, Construal Level, and Sustainable Product Adoption - Invited for second round review at the Journal of the Association for Consumer Research, with Kelly Goldsmith* and Anne Wilson

Intersectionality of Socio-Historical and Economic Disadvantages in Subsistence Marketplaces: A Quantitative Approach -  Under review at the Journal of Consumer Affairswith Srini Venugopal*, L. Lin Ong, Smriti Kumar, and José A. Rosa

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)