Consumers often think and talk about “not having enough” resources. These experiences of resource scarcity have been greatly exacerbated by the COVID-19 pandemic, by putting even more pressures on consumers’ resources (e.g., money, time) and reducing their availability in the marketplace (e.g., products, jobs). Research on the effects of resource scarcity on consumer behaviour can thus help us to better understand certain behaviours observed during the pandemic (e.g., panic buying, product hoarding and price gouging, etc.), as well as how to harness the effects of resource scarcity for the greater good (e.g., compliance).
Join us with Caroline Roux for an exploration of these behaviours, and the changes they undergo during unprecedented times such as these.
Caroline Roux is an Associate professor of marketing and holds the Concordia University Research Chair in Psychology of Resource Scarcity. Her primary area of research explores how reminders of resource scarcity affect consumers’ cognitions, judgment, and behaviour. More broadly, her research interests focus on better understanding how pro-social values and moral considerations influence consumers’ decision making.