Caroline Roux

My primary area of research explores how experiencing resource scarcity impact consumers’ decisions and behavior. I was awarded the Royal Bank Distinguished Professorship in Marketing (2026-present) for conducting research about the impacts of green transitions on impoverished consumers. 

I teach and coordinate Marketing Communications (MARK 453) and I coach the Concours de la Relève (COMM/MARK 499), both at the undergraduate level. I also teach Marketing Theory (MSCA 679) at the MSc level. 

I am open to supervise MSc students. Click here for examples of theses I supervised. 

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
• Prosocial behavior

▪ MARK 453, Marketing Communications, Undergraduate
▪ COMM/MARK 499, Concours de la Relève Communication et Marketing, Undergraduate
▪ MSCA 679, Marketing Theory, MSc

Click here for open access versions.

Resource Scarcity
- Ha, Nuree, Caroline Roux, Christopher Cannon, and Kelly Goldsmith (2026). Consumption under Scarcity, Oxford Bibliographies in Marketing (Ed. Shrihari Sridhar), Oxford University Press.
- Cannon, Christopher, Kelly Goldsmith, and Caroline Roux (2025). An Integrative Theory of Resource Discrepancies, Journal of Consumer Psychology, 35 (1), 81-97.
- Cannon, Christopher, Caroline Roux, and Kelly Goldsmith (2024). Understanding Scarcity: From Marketing to Policy, Management, and Beyond, Foundations and Trends in Marketing, 19 (1), 1-63.
- 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?, Review of Marketing Research, Vol. 21 - The Vulnerable Consumer (Ed. Angela Lee), Emerald Publishing Limited, pp. 83-96.
- Roux, Caroline, Christopher Cannon, and Kelly Goldsmith (2024). How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 Pandemic, Precision Retailing (Eds. Laurette Dubé, Maxime Cohen, Nathan Yang, and Bassem Monla), 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 Behavior, Journal 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
- Priolo, Giulia et al. (forthcoming). The Robustness of Mental Accounting Across 21 Countries, Journal of Consumer Research.
- 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

Research
- Royal Bank Distinguished Professorship in Marketing, Concordia University (2026-present)
- Dean's Award for Distinguished Scholarship – Emerging Scholar, Concordia University, John Molson School of Business (2019)
- 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)

Teaching
- Dean's Awards for Excellence in teaching, Concordia University, John Molson School of Business (2024)
- Alumni Award for Innovative Teaching, Concordia University Alumni Association (2020)
- 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)

Select 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)

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.

See CV for conference presentations.