Dominique Roux-Bauhain

Professor of Marketing at Reims Champagne-Ardenne University (URCA, REGARDS).

Dominique Roux-Bauhain is a graduate of ESCP-EAP (Ecole Supérieure de Commerce de Paris) and Doctor of Management Sciences from the University of Paris I-Panthéon-Sorbonne. As a Professor of Marketing at University Reims Champagne-Ardenne (URCA), she is currently head of Laboratoire REGARDS EA 6292, and co-editor in chief for Carnets de la Consommation. She is co-founder of ALCOR, an interdisciplinary research network dedicated to consumption.

She participated in the CORELAB poject (ADEME) after being involved in the consci-gaspi and RECHANGE project (ADEME), as well as PICO project (the PIoneers in COllaborative consumption). She also served as the coordinator of two funded research projects:

Her main research activity deals with alternative modes of provisioning and consuming. She developed research on second-hand consumption and the motivations for purchasing used items as well as the links between the self and symbolic relationships to objects. The values underlying second-hand consumption and various critical postures toward consumer society led to subsequent research on consumer resistance and avoidance of conventional distribution channels. She is also interested in the approach of space and place where alternative consumption activities occur, for example the way sidewalks are used by disposers and gleaners on bulky item collection days, or the tattooed body as a site for personal expression.

Selected publications


Bailly A., Borel S. et Roux D. (2022), Les plateformes d’échange pair à pair comme réseaux. Professionnalisation des usagers et nouvelles formes de concurrence, Revue Française de Gestion, 48/307, 41-70.

Martel E. et Roux D. (2020), Pour, contre et avec le client. Une approche théorique de la résistance du personnel en contact, Revue Française de Gestion, 46/292 (7), 97 -119.

Roux D. and Belk R. (2019), The Body as (Another) Place: Producing Embodied Heterotopias through Tattooing, Journal of Consumer Research –

Juge E., Collin-Lachaud I. et Roux D. (2019), Extension du domaine de l’entrepreneurialité dans la pratique du vide-dressing, Revue Française de Gestion, 45 (284): 31–49.

Roques P. et Roux D. (2018), Consommation d’énergie et théorie des pratiques : vers des pistes d’action pour la transition énergétique, Décisions Marketing, 90: 35–54.

Roux D., Guillard V. and Blanchet V. (2018), Of counter-spaces of provisioning: Reframing the sidewalk as a parasite heterotopia, Marketing Theory, 18 (2): 218–233.

Lichtlé M.-C., Nabec L., Roux D. et  Chevalier C. (2018), Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations, Recherche et Applications en Marketing (English Edition), 33(1): 53–72.

Odou Ph., Roberts G. and Roux D. (2017), Co-producing cyber protest: Mesomobilization in the digital age, Consumption, Markets and Culture, 21 (1): 42–64.

Borel S., Guillard V. et Roux D. (2016), Ce qui circule entre nous en ligne, Revue du MAUSS*, [1er novembre en ligne]

Lunardo R., Roux D. and Chaney D. (2016), The evoking power of servicescapes: Consumers’ inferences of manipulative intent following service environment-driven evocations, Journal of Business Research, 69 (12): 6097–6105.

Roux D. et Guillard V. (2016), Circulation of objects between strangers in public space: An analysis of forms of sociality among disposers and gleaners, Recherche et Applications en Marketing (English Edition), 31 (4): 28–46.

Guillard V. et Roux D. (2014), Macromarketing Issues on the Sidewalk: How “Gleaners” and “Disposers” (Re)Create a Sustainable Economy, Journal of Macromarketing, 34 (3): 291–312. Guillard & Roux (2014) JMMK

Guiot D. and Roux D. (2010), A Second-Hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers, Journal of Retailing, 86 (4): 383–399. Guiot et Roux (2010)399.

Roux D. (2007), Ordinary resistance as a parasitic form of action : a dialogical analysis of consumer/firm relations, Advances in Consumer Research, eds. Gavan Fitzsimons et Vicki Morwitz, North American Conference Proceedings, 34 (1): 602–609. roux-2007-acr.pdf

Roux D. (2007), Consumer resistance: proposal for an integrative framework, Recherche et Applications en Marketing(English Edition), 22 (4): 59–79. roux-2007-ram-22-4-english-edition.pdf


Roux D. et Gicquel Y. (2018), Michel Foucault et la consommation. Gouverner et séduire, EMS, Collection Versus.

Roux D. et Nabec L. (2016) (dir.), Protection des consommateurs : les nouveaux enjeux du consumérisme, EMS, Collection Versus

Roux D. (dir.) (2009), Marketing et Résistance(s) des consommateurs, Paris, Economica.

Contact :


Personal website

Institutional Membership

Association Française de Marketing

Cercle de l’ObSoCo (Osbervatoire Société Consommation)

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