Marilyn
Giroux

Publications

Articles

• Sima, H., Ge, M., Thaichon, P., & Giroux, M. (2025). Leveraging socially assistive robots in tourism to promote healthy aging: An exploratory study on aging population. Asia Pacific Journal of Marketing and Logistics. DOI : 10.1108/APJML-08-2024-1205
• Richter, S., Giroux, M., Piven, I., Sima, H., & Dodd, P. (2025). A constructivist approach to integrating AI in marketing education: Bridging theory and practice. Journal of Marketing Education, 47(2), 94-111. DOI : 10.1177/02734753241288876
• Sobol, K., & Giroux, M. (2023). Threat specificity in fear appeals: examination of fear response and motivated behavior. Journal of Consumer Marketing, 40(4), 470-480. DOI : 10.1108/JCM-02-2021-4487
• Giroux, M., Kim, J., Lee, J. C., & Park, J. (2022). Artificial intelligence and declined guilt: Retailing morality comparison between human and AI. Journal of Business Ethics, 178(4), 1027-1047. DOI : 10.1007/s10551-022-05056-7
• Kim, J., Kim, S. S., Giroux, M., Park, J., Fen Yap, C. S., & Badu-Baiden, F. (2022). Impact of COVID-19 on preferences for Airbnb and car sharing services in the sharing economy. Tourism Analysis, 28(4). DOI : 10.3727/108354222X16534530194831
• Kim, J., Park, J., Kim, S. S., Gonzalez-Jimenez, H., Kim, J.-E., De Villiers, R., Lee, J. C., & Giroux, M. (2022). The impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos. European Journal of Marketing, 56(3), 738-767. DOI : 10.1108/EJM-04-2020-0308
• Park, I.-J., Kim, J., Kim, S. S., Lee, J. C., & Giroux, M. (2021). Impact of the COVID-19 pandemic on travelers’ preference for crowded versus non-crowded options. Tourism Management, 87, 104398. DOI : 10.1016/j.tourman.2021.104398
• Kim, J., Giroux, M., Gonzalez-Jimenez, H., Kim, S. S., Park, J., Kim, J.-E., Lee, J. C., & Choi, Y. K. (2021). Nudging to reduce the perceived threat of coronavirus. Journal of Advertising, 49(5), 633-647. DOI : 10.1080/00913367.2020.1806154
• Giroux, M., Park, J., Kim, J.-E., Choi, Y. K., Lee, J. C., Kim, S. S., Jang, S. S., Gonzalez-Jimenez, H., & Kim, J. (2021). The impact of communication information on the perceived threat of COVID-19 and stockpiling intention. Australasian Marketing Journal, 31(4), 183933492110286. DOI : 10.1177/18393349211028670
• Kim, J., Giroux, M., Park, J., & Lee, J. C. (2021). An evolutionary perspective in tourism: The role of socioeconomic status on extremeness aversion in travel decision making. Journal of Travel Research, 61(5), 1187-1200. DOI : 10.1177/00472875211024738
• Kim, J., Giroux, M., & Lee, J. C. (2021). When do you trust AI? The effect of number presentation detail on consumer trust and acceptance of AI recommendations. Psychology & Marketing, 38(7), 1140-1155. DOI : 10.1002/mar.21498
• Kim, J., Giroux, M., Kim, J.-E., Choi, Y. K., Gonzalez-Jimenez, H., Lee, J. C., Park, J., Jang, S. S., & Kim, S. S. (2021). The moderating role of childhood socioeconomic status on the impact of nudging on the perceived threat of coronavirus and stockpiling intention. Journal of Retailing and Consumer Services, 59, 102362. DOI : 10.1016/j.jretconser.2020.102362
• Giroux, M., Frankin, D., Kim, J., Park, J., & Kwak, K. (2021). The impact of same versus different price presentation on travel choice and the moderating role of childhood socioeconomic status. Journal of Travel Research, 61(3). DOI : 10.1177/0047287520988903
• Kim, S. S., Kim, J., Badu-Baiden, F., Choi, Y., & Giroux, M. (2021). Preference for robot service or human service in hotels? Impacts of the COVID-19 pandemic. International Journal of Hospitality Management, 93, 102795. DOI : 10.1016/j.ijhm.2020.102795
• Vredenburg, J., & Giroux, M. (2018). What did Ryan Lochte do? The double-edged sword of endorsers behaving badly. International Journal of Sports Marketing & Sponsorship, 19(3), 290-305. DOI : 10.1108/IJSMS-02-2017-0012
• Giroux, M., Pons, F., & Maltese, L. (2017). The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing & Sponsorship, 18(2), 180-195. DOI : 10.1108/IJSMS-05-2017-092
• Pons, F., Giroux, M., Mourali, M., & Zins, M. (2016). The relationship between density perceptions and satisfaction in the retail setting: Mediation and moderation effects. Journal of Business Research, 69(2), 1000-1007. DOI : 10.1016/j.jbusres.2015.09.005
• Pons, F., Giroux, M., & Mourali, M. (2014). The density–satisfaction relationship revisited: The role of scarcity and consumers affective reactions in a crowded retail situation. Journal of Retailing and Consumer Services, 21(1), 54-60. DOI : 10.1016/j.jretconser.2013.09.004
• Pons, F., Giroux, M., & Haurat, F. (2014). Événements et spectacles sportifs : état des lieux des stratégies de segmentation. Gestion HEC Montréal, 38(4), 16-26. https://www.cairn.info/revue-gestion-2013-4-page-16.htm?contenu=article
• Pons, F., Giroux, M., & Haurat, F. (2014). La Segmentation en marketing du Sport : Un outil Stratégique Prépondérant. Gestion HEC Montréal, 38(4), 37-48.
• Giroux, M., Pons, F., & Richelieu, A. (2013). Internationalisation of Sports Teams Brands: The Consumers' Perspective. International Journal of Business and Globalisation, 11(1), 1-18. DOI : 10.1504/IJBG.2013.055313
• Pons, F., Giroux, M., & Haurat, F. (2013). Événements et spectacles sportifs : état des lieux des stratégies de segmentation. Revue Gestion, 38(4), 16-26. DOI : 10.3917/riges.384.0016

Chapters in Collective Works

• Pons, F., Giroux, M., & Maltese, L. (2022). Sport Marketing. In Trevor Slack, Terri Byers & Alex Thurston (Eds.). Understanding Sport Organizations: Applications for Sport Managers (pp. 173-186). doi : 10.5040/9781718214132.ch-009.
• Pons, F., Giroux, M., & Mourali, M. (2014). Consumer Behavior and Motivation: Why Are Sport Event Consumers So Special?. In Pritchard, M. P., & Stinson, J. L. (Eds.). Leveraging Brands in Sport Business (pp. 21-36). doi : 10.4324/9780203108994.

Communications in a Conference with Proceedings

• Errmann, A., Voyer, B., & Giroux, M. (2025). Beyond ‘loud’: How mindfulness shapes intrinsic motivations for ‘quiet’ luxury brand prominence. 2025 Global Marketing Conference, Hong Kong, China (PRC).
• Giroux, M., & Davis, S. (2025). Why did I not get this offer? The effects of exclusive promotions on untargeted consumers. Academy of Marketing Science Conference, Montréal, Canada.
• Richter, S., Piven, I., Dodd, P., & Giroux, M. (2025). Back to the future: Navigating the AI landscape with individual oral assessments. Academy of Marketing Science Conference, Montréal, Canada.
• Giroux, M., & Davis, S. (2023). Why did I not get this offer? The effects of exclusive promotions on untargeted consumers. Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand.
• Giroux, M., & Pons, F. (2019). Is hyperactivity always good for sponsors?. Australian and New Zealand Marketing Academy Conference (ANZMAC), Wellington, New Zealand.
• Sobol, K., & Giroux, M. (2017). The power of negative visualizations: When fear appeals motivate consumer behavior. Association for Consumer Research, San Diego, United States of America.
• Giroux, M., & Grohmann, B. (2017). Activating multiple facets of the self: Identity-signaling and brand personality. Association for Consumer Research, San Diego, United States of America.
• Giroux, M., & Grohmann, B. (2016). Who am I? Identity conflicts influence consumer-brand connections. Australian and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand.
• Giroux, M., Pons, F., & Maltese, L. (2016). Sustainability marketing strategies: How self-efficacy and controllability can stimulate pro-environmental behaviors for individuals. Annual World Marketing Congress of the Academy-of-Marketing-Science (AMS), Denver, United States of America.
• Pons, F., Giroux, M., Maltese, L., & Moulard, J. G. (2016). "I can't stand my team, but I can't live without it": Ambivalence among highly identified sports fans. Celebrating america's pastimes: baseball, hot dogs, apple pie and marketing?, Denver, United States of America.
• Giroux, M., Pons, F., & Maltese, L. (2015). Sustainability Marketing Strategies: How Self-Efficacy and Controllability Can Stimulate Pro-Environmental Behaviors for Individuals. Proceedings of the 2015 Academy of Marketing Science Annual Conference, Denver, United States of America.
• Pons, F., & Giroux, M. (2015). Emotional ambivalence among highly identified sports fans. Academy of Marketing Science, Denver, United States of America.
• Pons, F., Giroux, M., & Maltese, L. (2015). Ambivalent and Mixed Emotions Among Highly Identified Sports Fans. Proceedings of the 2015 Marketing Management Association Spring Conference, Chicago, United States of America.
• Giroux, M., Pons, F., & Mourali, M. (2015). Is CSR important for all types of fans? : The value of corporate social responsibility in sport. Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, United States of America.
• Giroux, M., Pons, F., & Maltese, L. (2014). Sustainability Marketing Strategies: How Self-Efficacy and Controllability Can Stimulate Pro-Environmental Behaviors for Individuals. Proceedings of the 2014 North American Conference of the Association for Consumer Research, Baltimore, United States of America.
• Pons, F., Giroux, M., Maltese, L., & Mourali, M. (2014). Toward a Typology of Dysfunctional Fans in Professional Football. Proceedings of the 2014 European Association for Sport Management Conference (EASM 2014), Coventry, United Kingdom.
• Giroux, M., & Grohmann, B. (2014). Activating multiple facets of the self: Identity-signaling and brand personality. American Marketing Association Winter Conference, Orlando, United States of America.
• Giroux, M., & Grohmann, B. (2013). The creation and management of human brands. Association for Consumer Research, Chicago, United States of America.
• Pons, F., Giroux, M., Mourali, M., & Richelieu, A. (2013). "I Can't Stand My Team, but I Can't Live Without it": Ambivalence Among Highly Identified Sports Fans. Proceedings of the Society for Consumer Psychology Winter Annual Meeting, San Antonio, United States of America.
• Giroux, M., Pons, F., & Maltese, L. (2013). Brand Personality as a Basis for Segmentation: Impact on Promotional Strategies of Professional Clubs. Proceedings of the 2013 American Marketing Association Winter Marketing Educators' Conference, Las Vegas, United States of America.
• Giroux, M., & Pons, F. (2013). Ambivalence among highly identified fans. Society for Consumer Psychology Winter Annual Meeting, San Antonio, United States of America.
• Giroux, M., Grohmann, B., & Pons, F. (2012). Activating Multiple Facets of the Self: Identity-Signaling and Brand Personality. Proceedings of the 2012 Conference of the Association for Consumer Research (ACR 2012), Vancouver, Canada.
• Giroux, M., Mourali, M., Pons, F., & Richelieu, A. (2012). I Can't Stand my Team but I Can't Live Without it. Ambivalence Among Highly Identified Sports Fans. Proceedings of the APA Annual Convention, Orlando, United States of America.
• Giroux, M., Pons, F., & Mourali, M. (2012). Is CSR Important for All Types of Fans?: The Value of Corporate Social Responsibility in Sport. Proceedings of the 2012 Academy of Marketing Science Annual Conference, New Orleans, United States of America.

Communications in a Conference Without Proceedings

• Giroux, M., & Davis, S. (2024). Friends or exchange partners: Investigating customer entitlement as a function of disadvantaged treatments and brand relationships. Society of Consumer Psychology Conference, Nashville, United States of America.

Current Research Activities

Current Research Affiliations

• Associated Member, Observatoire international en management du sport (2017 - ...)

Supervised Students

Doctorate

• Research Director
  • Kassi Kré Emmanuel Hugues Nguessan (Fall 2025 - ...)
• Research Co-Director
  • Azza Ghribi (Winter 2026 - ...)

Contributions to the Advancement of the Discipline

Evaluation Committee Membership(s)

• Reviewer, Journal of Business Ethics (2022 - ...)
• Reviewer, Psychology & Marketing (2022 - ...)
• Reviewer, International Research Journal of Marketing (2021 - ...)
• Reviewer, Journal of Product and Brand Management (2017 - ...)
• Reviewer, Journal of Retailing and Consumer Services (2016 - ...)
• Reviewer, Sports Marketing Quarterly (2016 - ...)
• Reviewer, Australian and New Zealand Marketing Conference (ANZMAC) (2016 - ...)
• Reviewer, Journal of Consumer Marketing (2014 - ...)
• Reviewer, Association for Consumer Research (ACR) (2012 - ...)
• Reviewer, Society for Consumer Psychology (SCP) (2012 - ...)
• Reviewer, American Marketing Association (AMA) (2012 - ...)
• Reviewer, Academy of Marketing Science (AMS), (2011 - ...)

Editorial Responsibilities

• Member of the Editorial board, European Journal of Marketing (2019 - ...)

Association Membership(s)

• Member, Marketing strategy, Australian Tennis Association (2018 - ...)
• Member, Women in Sport Aotearoa (2017 - ...)

Participation ou animation d'une table ronde ou d'un panel

• Panelist, AUT Business School and School of Sport and Recreation, "Engaging Kiwis as sport fans" (2021)
• Panelist, PWC Herald Talks, "The Experience Economy" (2018)

University and Faculty Involvement

University

• Faculty Advisor Formula SAE Team Inc., Auckland University (2024 - ...)
• Faculty Staffing Committee, Auckland University (2023 - ...)
• Course Director for Core Papers, Auckland University (2022 - ...)
• AUT Programme Academic Review Committee (PARC) Committee, Auckland University of Techonology (2020 - 2022)
• AUT Business Undergraduate Exam Board, Auckland University of Technology (2017)
• AUT Business Undergraduate Board of Studies, Auckland University of Technology (2017)

Media Presence

Radio

• Interview given to Vivement le retour at Radio-Canada, on Novembre 27 (2025)
• "Prime Minister plane breakdown making the headlines", interview given to iHeart Radio, on March 6 (2024)
• "Should the NZ Breakers have weighted into the Israel situation?", interview given to iHeart Radio, on March 12 (2023)
• "Interview about my research on feared appeals in marketing", interview given to 95b Radio, on September 26 (2023)
• "Historic Southland-Otago department store H&J Smith to close", interview given to Radio New Zealand, on May 20 (2023)
• "A storm in a lolly jar? The pineapple chew controversy", interview given to Bonnie Harrison for Radio New Zealand, on March 24 (2023)
• "Sportswashing and the FIFA Women's World Cup", interview given to Radio 98.5, on February 24 (2023)
• "FIFA Women’s World Cup Saudi sponsorship", interview given to Mike Hosking's show for Radio New Zealand, on February 2 (2023)
• "Sports marketing expert on Russian Anna Blinkova confirmed for ASB Classic", interview given to NewstalkZB, on December 8 (2022)
• "How music could change our shopping habits", interview given to Radio New Zealand ” about my research on music with master student Calista Ferreira, on December 7 (2021)
• "All Blacks new sponsorship deal with INEOS", interview givn to Radio New Zealand, on July 28 (2021)
• "Greenpeace Hands NZ Rugby A Red Card Over Oil Industry Sponsorship Deal with All Blacks", interview given to Radio New Zealand, on June 14 (2021)
• "MMA champ Israel Adesanya not afraid to tackle the All Blacks", interview given to RNZ, on September 4 (2020)
• "Is Boxing Day still a thing in New Zealand", interview given to Radio New Zealand, on December 26 (2019)
• "Nick Kyrgios on probation: What does it mean?", interview given to ABC Radio Perth & WA, on October 7 (2019)
• "Sporting infamy: Marketing athletes' bad attitude", interview given to Summer Times Radio NZ, on January 16 (2018)

Television

• "The story behind Tina from Turners and why the ad works", interview given to Simon Mercep for 1News, on March 12 (2024)
• "Marketing expert weighs in on McDonalds app deals controversy", interview given to Seven Sharp, on August 10 (2023)
• "Naomi Osaka refuses to do interview at the French Open: Good or bad for her brand", interview given to TVNZ 1News, on May 27 (2021)
• "More history Eden Park wahine battle in first women's super rugby match", interview given to TVNZ 1News, on May 1 (2021)
• "Iwi ka mate creator concerned NZ rugby have not spoken them silver lake deal", interview given to TVNZ 1News, on April 19 (2021)
• "Despite enthusiastic crowds America's cup won't financial windfall organisers had hoped", interview given to TVNZ 1News, on March 16 (2021)
• "How you can avoid being snared by Christmas marketing?", interview given to AM Show , on September 14 (2018)
• "Over-packaging latest consumer marketing gimmick-behaviour expert Z", interview given to FairGo TVNZ, on October 31 (2017)

Print Media

• "Prenez garde au Vendredi fou: record de plaintes pour de faux rabais offerts aux clients", interview given to Francis Pilon for Le journal de Québec, on November 28 (2025)
• "What my lipstick can tell us about overpackaging", interview given to Susan Edmunds for Stuff, on March 23 (2024)
• "Student Job Search criticised for 'dystopian', 'tone-deaf' ad campaign", interview given to Esther Taunton for Stuff, on November 22 (2023)
• "How savvy marketing made vaping into a youth sensation", opinion piece for NZ Herald, on May 17 (2023)
• "How Kiwi grocery startup Teddy is using ChatGPT for big business results", interview given to Alka Prasad for NZ Herald, on April 23 (2023)
• "Could better use of music give your business an edge?", interview given to Stuff, on August 31 (2022)
• "Businesses supporting the occupation of Parliament risk reputational damage - marketing experts", interview given to Stuff, on February 28 (2022)
• "E-sports, Metaverse tests: What the Silver Lake deal could mean for All Blacks fans", interview given to Stuff, on February 19 (2022)
• " 'Queen of global snowboarding': Opportunities endless for Zoi Sadowski-Synnott after historic gold", interview given to Stuff, on February 12 (2022)
• "NZ Rugby's next big job - re-learn how to market the game", interview given to Stuff, on April 23 (2020)
• "Nick Kyrgios on probation: can controversial athletes sell a sport or are they bad for business", author of an article in The Conversation , on October 2 (2019)
• "Support coworkers (and Joe the Clown) urge All Blacks fans ‘don’t get all selfpitying’ in case of World Cup woe", interview given to NZ Herald, on September 21 (2019)
• "Women in sports: double standards a double fault", author of an article for The Conversation, on September 13 (2018)

Web

• "Trois questions sur les Jeux olympiques d'hiver", interview given to ULaval nouvelles, online on February 5 (2026)
• "Prenez garde au Vendredi fou: record de plaintes pour de faux rabais offerts aux clients", interview given to Francis Pilon for TVA Nouvelles, online on November 28 (2025)
• "Trois questions sur le Vendredi fou", interview given to ULaval nouvelles, online on November 26 (2025)
• "Triste histoire pour la famille de Maurice Richard: un scandale sans précédent", interview given to David Garel for Hockey30, online on November 13 (2025)
• "Exploitez davantage votre image de marque", interview given to Les Affaires, online on November 5 (2025)
• "Dressing for success? Ditch black and get your peacock colours on", interview given to Life & Style- Stuff.co.nz, online on May 4 (2018)

Prizes and Awards

Scholarships

• Consortium Fellow nominated by John Molson School of Business for the Academy of Marketing Science (AMS) Doctoral Consortium (2015)
• Bruno J. Pateras Doctoral Scholarship, PhD Concordia University (2014 - 2015)
• CASA Grant, PhD Concordia University, (2014 - 2016)
• Doctoral Research Fellowship from FQRSC (2013 - 2015)
• Graduate Entrance Award, Concordia University (2010)
• TD Bank Scholarship, PhD, Concordia Universiry (2010 - 2013)
• FP Innovation Research Assistant Grant, Laval University (2008)

Prizes and Awards

• Dean’s honor list, MBA, Laval University (2008 - 2009)