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Caroline Roux

Associate Professor, Marketing
Concordia University Research Chair in Psychology of Resource Scarcity (2018-2023)


Caroline Roux

My primary area of research explores how thinking about resource scarcity affect consumers’ cognitions, judgment, and behaviour. I previously held the Concordia University Research Chair in Psychology of Resource Scarcity (2018-2023)

I was awarded research grants from the Social Sciences and Humanities Research Council of Canada and the Fonds Québécois de la Recherche sur la Société et la Culture. I also was the recipient of the 2017 Petro-Canada Young Innovator Award in the Strategic Research Cluster "The Person and Society," and of the 2019 Dean’s Award for Distinguished Scholarship – Emerging Scholar. My research has been published in top marketing journals and I routinely presents and organizes symposiums at major international marketing conferences. In addition, I co-organized the 2022 SCP boutique conference "Paucity in the Midst of Opulence: How Scarcity, Luxury, and Inequality Impact Consumer Behavior."

I teach and coordinates Marketing Communications (MARK 453) and I coach a competition course (COMM 499) at the undergraduate level. I also have (co-)taught research methods courses at the graduate level. I was awarded the 2018 Dean’s Awards for Excellence in teaching, the 2019 President's Excellence in Teaching Award for New Teacher, and the 2020 Alumni Award for Innovative Teaching.

I received my PhD in Marketing from Northwestern University’s Kellogg School of Management. I also was a PhD candidate in Marketing at McGill university, and I hold an MSc in Marketing from HEC Montréal and a BBA in Marketing from the Université du Québec à Trois-Rivières.

Education

  • PhD, Marketing, Northwestern University
  • PhD candidate, Marketing, McGill University
  • MSc, Marketing, HEC Montréal
  • BBA, Marketing, Université du Québec à Trois-Rivières

Areas of expertise

  • Resource Scarcity
  • Pro-social Behavior


Teaching

Undergraduate
- COMM 499, Case Competition (2023-present)
- MARK 453, Marketing Communications, course coordinator and instructor (2014-present)

Graduate
- MSCA 679, Marketing Theory, MSc (2025)
- ADMI 8302, Fundamentals of Behavioral Marketing, PhD, co-taught with Pierre-Yann Dolbec, Kamila Sobol, and Darlene Walsh (2025)
- MSCA 618, Research Methods, MSc (2022-2023)
- MSCA 615, Research Methodology, MSc, co-taught with Kamila Sobol and SunAh Kim (2021)
- ADMI 831/MSCA 672, Consumer Research Methods, PhD/MSc, co-taught with Kamila Sobol and Jooseop Lim (2018)
- EMBA 612, Marketing Management, Executive MBA, guest lectures (2016)
- MSCA 615, Research Methodology, MSc, co-taught with B. Kemal Büyükkurt and Kamila Sobol (2015)


Publications

Click here for open access versions.

Resource Scarcity
- Cannon, Christopher, Caroline Roux, and Kelly Goldsmith (forthcoming). Understanding Scarcity: From Marketing to Policy, Management, and Beyond, Foundations and Trends in Marketing.
- Cannon, Christopher, Kelly Goldsmith, and Caroline Roux (forthcoming). An Integrative Theory of Resource Discrepancies, Journal of Consumer Psychology.
- Goldsmith, Kelly, Caroline Roux, Christopher Cannon, and Ali Tezer (2024). The Yin and Yang of Hard Times: When Can States of Vulnerability Motivate Self-Improvement?, in Lee, Angela Y. (Ed.), The Vulnerable Consumer (Review of Marketing Research, Vol. 21), Emerald Publishing Limited, Leeds, pp. 83-96.
- Roux, Caroline, Christopher Cannon, and Kelly Goldsmith (2024). How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 Pandemic, in Dubé, Laurette, Maxime Cohen, Nathan Yang, and Bassem Monla (Eds.), Precision Retailing, University of Toronto Press.
- Roux, Caroline, Kelly Goldsmith, and Christopher Cannon (2023). On the Role of Scarcity in Marketing: Identifying Research Opportunities across the 5Ps, Journal of the Academy of Marketing Science, 51 (6), 1197-1202.
- Blocker, Christopher, Jonathan Zhang, Ronald Paul Hill, and Caroline Roux (2023, Oct. 30). Scarcity as Strategy: Innovative Business Models for a Resilient Future, California Management Review, CMR Insights online platform.
- Blocker, Christopher, Jonathan Zhang, Ronald Paul Hill, Caroline Roux, Canan Corus, Martina Hutton, Joshua Dorsey, and Elizabeth Minton (2023). Rethinking Scarcity and Poverty: Building Bridges for Shared Insight and Impact, Journal of Consumer Psychology, 33 (3), 489-509.
- Hutton, Martina, Canan Corus, Joshua Dorsey, Elizabeth Minton, Caroline Roux, Christopher Blocker, and Jonathan Zhang (2022). Getting Real about Consumer Poverty: Deep Processes for Transformative Action, Journal of Consumer Affairs, 56 (3), 1332-1355.
- Goldsmith, Kelly, Caroline Roux, and Christopher Cannon (2021). Understanding the Relationship Between Resource Scarcity and Object Attachment, Current Opinion in Psychology, 39, 26-30.
- Goldsmith, Kelly, Caroline Roux, and Anne Wilson (2020). 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, 5 (1), 70-82.
- Hamilton, Rebecca, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah, and Meng Zhu (2019). The Effects of Scarcity on Consumer Decision Journeys, Journal of the Academy of Marketing Science, 47 (3), 532-550.
- Cannon, Christopher, Kelly Goldsmith, and Caroline Roux (2019). A Self-Regulatory Model of Resource Scarcity, Journal of Consumer Psychology, 29 (1), 104-127.
- Goldsmith, Kelly, Caroline Roux, and Jingjing Ma (2018). When Seeking the Best Brings out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral BehaviorJournal of Consumer Psychology, 28 (2), 293-309.
- Roux, Caroline, Kelly Goldsmith, and Andrea Bonezzi (2015). On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior, Journal of Consumer Research, 42 (4), 615-631.

Other
- Goldsmith, Kelly, Caroline Roux, Ali Tezer, and Christopher Cannon (2022). “De-stigmatizing the “Win-win:” Making Sustainable Consumption Sustainable,” Current Opinion in Psychology, 46, 101336.
- Sucapane, Daniella, Caroline Roux, and Kamila Sobol (2021). Exploring how product descriptors and packaging colors impact consumers’ perceptions of plant-based meat alternative products, Appetite, 105590.
- Norman, Wayne, Caroline Roux, and Philippe Bélanger (2009). Recognizing Business Ethics: Practical and Ethical Challenges in Awarding Prizes for Good Corporate Behavior, Journal of Business Ethics, 86 (3), 257-271.


Awards & Funding

Awards

- Alumni Award for Innovative Teaching, Concordia University Alumni Association (2020)
- Dean's Award for Distinguished Scholarship – Emerging Scholar, Concordia University, John Molson School of Business (2019)
- President's Excellence in Teaching Award - New Teacher, Concordia University (2019)
- Dean's Awards for Excellence in teaching, Concordia University, John Molson School of Business (2018)
- Concordia University Research Chair (New Scholar) in Psychology of Resource Scarcity (2018-2023)
- Petro-Canada Young Innovator Award, Strategic Research Cluster – The Person and Society, Concordia University (2017-2018)

Research Funding

- SSHRC Institutional Grant – Explore, Short-term ad hoc grant for research, Concordia University, John Molson School of Business (2024-2025)
- Scientific Research of Excellence (Partner), Fondazione Cassa di Risparmio di Padova e Rovigo (2021-2024)
- Seed (Individual) Funding Program, Concordia University, Office of Vice-President, Research and Graduate Studies (2020-2022)
- SSHRC Institutional Grant – Exchange, Short-term ad hoc grant for knowledge dissemination, Concordia University, John Molson School of Business (2020-2021)
- SSHRC Institutional Grant – Explore, Short-term ad hoc grant for research, Concordia University, John Molson School of Business (2018-2019)
- Seed (Individual) Funding Program, Concordia University (2018-2020)
- Insight Development Grant (Principal Investigator), Social Sciences and Humanities Research Council of Canada (2015-2017)
- Establishment of New Researchers Grant (Principal Investigator), Fond de Recherche du Québec – Société et Culture (2015-2018)


Conferences

Hu, Miao, Chiraag Mittal, Andrea Morales, and Caroline Roux (2022). Paucity in the Midst of Opulence: How Scarcity, Luxury, and Inequality Impact Consumer Behavior, Co-organizer, Society for Consumer Psychology Boutique Conference, Hawaii, HI.

I routinely present my research and co-organize symposiums at major international marketing conferences. See CV for more information.

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