Caroline Roux

Associate Professor of Marketing
Concordia University, John Molson School of Business


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, or thinking about "not having enough" resources (e.g., money, time, food, etc.) affect consumers’ decision-making and behavior.

I teach and coordinate Marketing Communications at the undergraduate level. I have also co-taught research methods courses at the MSc and PhD levels.

Geek, anglophile, wannabe foodie, and not-so-crazy cat lady.

"We're all smart. Distinguish yourself by being kind."
"How you make others feel about themselves says a lot about you."
"Strive not for success, but rather to be of value."

Resource Scarcity




JMEC webinar (2020)

Savoir Média (2020)

National Research Symposium on Financial Literacy (2018)

JMSB Research Profile (2015)


Shelter in Place S1E41 (2020)

Shelter in Place S2E02 (2020)

Shelter in Place S2E03 (2020)

A Bunch of BS (2020)

Here We Are (2020)