Caroline Goukens is Professor at the Department of Marketing and Supply Chain Management at Maastricht University School of Business and Economics. She studied Applied Economics at the University of Leuven, and holds a PhD in Consumer Behaviour. She teaches consumer behavior courses in the master, PhD and PGD programme.

Her research focuses on individual decision making, consumption behavior and the effect of contextual cues on consumer behaviour. She has published in journals such as the Journal of Consumer Research, Journal of Marketing Research, and the International Journal of Research in Marketing.

She is member of the research theme group "Human Decisions and Policy Design."