Pierre Lamoureux

PhD Candidate - Marketing

John Molson School of Business | Concordia University

I am a PhD Candidate in Marketing at Concordia University and am on the 2026–27 academic job market.My research examines harmful consumption behaviors and how firms and digital platforms can prevent or mitigate them in ways that support consumer welfare while preserving long-term consumer relationships and firm value. I integrate consumer research and clinical science, alongside methodological work on construct validity and measurement.My teaching spans consumer behavior, digital marketing, and marketing strategy, with an emphasis on applied cases and projects that develop students’ ability to analyze market problems and make evidence-based marketing decisions.Explore my research and teaching, or view my CV.

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Research

My research program comprises two core streams, complemented by collaborative interdisciplinary projects across emerging areas of technology and health.

I — Self-Detrimental Consumption

Self-Detrimental Consumption (SDC) refers to “the consumption of market offerings that results in a net balance of harms over benefits to oneself.” My research develops SDC as an umbrella framework encompassing addictive consumption, compulsive consumption, overconsumption, and misconsumption, and clarifies the conceptual boundaries and mechanisms underlying these phenomena. I also identify opportunities for firm- and platform-led prevention and mitigation and evaluate how these strategies can support consumer well-being while preserving long-term firm value through stronger consumer–brand relationships.

Selected Current Work

Lamoureux, P. and Ringeval, M.
“Self-Detrimental Consumption: Conceptualization, Taxonomy, and Scoping Review”
Revise and Resubmit, Journal of Public Policy & Marketing.Lamoureux, P.
“ARISE Framework: An Automatic-Reflective-Impulsive Sequential Explanation of Behavior”
Writing underway. Target submission: Psychological Review, Fall 2026.Lamoureux, P., Jain, S.P., and Ringeval, M.
“Addiction through Dissatisfaction: The Hidden Costs of Algorithmic Engagement for Social Media Platforms and Users”
Data collection underway. Target submission: Journal of Marketing, Winter 2027.

Selected Conference Presentations

American Psychological Association (APA) 2026 Annual Convention
INFORMS Society for Marketing Science (ISMS) 2026 Marketing Science Conference
Association for Behavior Analysis International (ABAI) 2026 Annual Convention
American Marketing Association (AMA) 2026 Marketing and Public Policy Conference
Academy of Marketing Science (AMS) 2026 Annual Conference — Winner of the AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles

II — Construct Validity & Measurement

Cumulative knowledge depends on constructs that are clearly specified and measured in ways that correspond to their theoretical meaning. My research examines failures in construct specification, construct–measure alignment, and semantic distinctiveness, and develops frameworks for diagnosing where these problems arise across the conceptualization and measurement process. I also investigate how emerging tools such as generative AI can enable scalable construct diagnostics while preserving human theoretical judgment.

Selected Current Work

Lamoureux, P. and Ringeval, M.
“When Constructs and Measures Misalign: An Integrated Evaluation Framework and Systematic Audit of Theoretical Referents”
Under review, Journal of the Academy of Marketing Science.Ringeval. M., Huynh, A.L., Denford, J.S., Pare, G., Nevo, S., Bourdeau, S., Wynne, C, and Lamoureux, P.
“Jingle, Jangle, and Construct Drift: A Human-AI Approach to Semantic Diagnosis”
Under review, Information Systems Research.

Selected Conference Presentations

Association for Consumer Research (ACR) 2026 Annual Conference

III — Collaborative & Interdisciplinary Projects

Beyond my two primary research streams, I collaborate on interdisciplinary projects examining emerging technologies and their implications for consumer behavior, information systems, and healthcare. These projects broaden the scope of my research and connect marketing-relevant questions about technology, behavior, and decision-making with developments in adjacent disciplines.

Selected Current Work

Ringeval, M., Lamoureux, P., Song, S., and Chaudhury, A. H. A.
“From Cognitive Capabilities to Developmental Potential: A Scoping Review and Integrative Framework for Cognitive Digital Twins”
Under review, Information Technology for Development.Etindele-Sosso, F. A., Lamoureux, P., and Ringeval, M.
“Umbrella Review of Conversational Agents Applications in Healthcare”
Coding underway. Target submission: Journal of Medical Internet Research, Winter 2027.

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Teaching

My teaching spans consumer behavior, digital marketing, and marketing strategy across undergraduate and graduate programs. Across these courses, I aim to help students develop a strong conceptual foundation while building the judgment needed to address real marketing decisions.

Teaching at a Glance

6

Different courses

25+

Course sections

1500+

Students taught

Student Evaluations

My teaching has consistently received strong student evaluations across institutions.

Selected Courses

Teaching Approach

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