Caroline Roux
Professor of Marketing
Concordia University, John Molson School of Business
My primary area of research explores how reminders of resource scarcity, or thinking about "not having enough" resources (e.g., money, time, food, etc.), impact consumer decision making and behavior.I was awarded the Royal Bank Distinguished Professorship in Marketing (2026-2031) and the Concordia University Research Chair on the Psychology of Resource Scarcity (2018-2023).I teach and coordinate Integrated Marketing Communications at the undergraduate level and coach undergraduate case competitions. I have also (co-)taught various courses at the MSc and PhD levels.I also am a geek, anglophile, wannabe foodie, and not-so-crazy cat lady.
"Strive not for success, but rather to be of value."
"We're all smart. Distinguish yourself by being kind."
Research
All my publications are available open-access by clicking on the folder icon below.
Scarcity
Ha, Nuree, Caroline Roux, Christopher Cannon, and Kelly Goldsmith (2026). “Consumption under Scarcity,” Oxford Bibliographies in Marketing, Ed. Shrihari Sridhar, New York: 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?,” 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, Chris, 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
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, 167, 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.
Select Media
John Molson Executive Center
Webinar (2020)
National Research Symposium on Financial Literacy (2018)