Pierre Lamoureux

I’m a PhD candidate and university lecturer in Marketing. I study the dark side of consumer behavior, focusing on self-detrimental consumption, which includes substance-related and behavioral addictions, compulsive consumption behaviors, binge/overuse, and product/service misuses. My goal is to identify when and why these behaviors emerge, and investigate how brand-level interventions can reduce harm through prevention and mitigation strategies. 

My work is interdisciplinary, drawing from marketing, psychology, psychiatry, and sociology to generate theory-driven, actionable insights for consumers, managers, practitioners, and policymakers. All in all, I aim to improve consumer well-being by reducing the harmful effects of self-destructive consumption.

Methodologically, I’m in the quantitative, multimethod stream: lab/online experiments, field studies, and longitudinal designs. I also use technology-enabled methods such as ecological momentary assessment (EMA) and experience sampling (ESM/mESM) to strengthen causal inference and external validity. Beyond empirical work, I have extensive experience conducting systematic and scoping reviews following PRISMA guidelines.

Current projects include a conceptual/scoping review of self-detrimental consumption targeting FT50 outlets and EMA/ESM-based longitudinal field experiment on social media addiction.

I'm open to collaboration on addictions, compulsive behaviors, binge/overuse, and misuse patterns.