Joe Cox, PhD

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Canada Research Chair in Digital Disruption and Organizational Transformation

Areas of Expertise: Digital economy; Crowdfunding; Video games; Cultural Industries; Altruism



  • PhD – University Portsmouth
  • Msc – University of Portsmouth
  • BA – University of Portsmouth



Dr Joe Cox is an economist working in the area of the digital economy. He holds a PhD from the University of Portsmouth and worked there for more than thirteen years, holding several key positions including Economics and Finance Research Lead and Director of Undergraduate Programs in Economics. He joined the Faculty of Business at Athabasca University in September 2018 in the prestigious role of Canada Research Chair.

Dr Cox is an active researcher in the area of the digital economy. In addition to his published work, Dr Cox has been the principal investigator on a number of major research grants including Volunteer and Crowdsourcing Economics (VOLCROWE), a $1.3m project funded by the EPSRC in the UK involving collaborators from the Universities of Oxford, Manchester and Leeds. He was also the academic lead on the $500k Landscape Watch project funded by Innovate:UK which involved collaboration with a small-medium enterprise and local government.

Dr Cox has been instrumental in establishing significant partnerships and research collaborations with external organizations such as Lendwithcare (part of the charity CARE International), the Citizen Science Alliance and the Crowdfunding Centre.

Selected Recent Publications

  • Chakhar, S., Ishizaka,A., Thorpe, A., Cox, J., Nguyen, T., & Ford, L. (2020). Calculating the Relative Importance of Condition Attributes Based on the Characteristics of Decision Rules and Attribute Reducts: Application to Crowdfunding. European Journal of Operational Research, Forthcoming.
  • Nguyen, T., Cox, J., & Rich, J. (2019). Invest or regret? An empirical investigation into funding dynamics during the final days of equity crowdfunding campaigns. Journal of Corporate Finance, Forthcoming.
  • McKenzie, J., Crosby, P., Cox, J. & Collins, A. (2019). Experimental evidence on demand for 'on-demand' entertainment. Journal of Economic Behavior and Organization, 161, 98-113.
  • Cox, J., Nguyen, T. & Kang, S.M. (2018). The kindness of strangers? An investigation into the interaction of funder motivations in online crowdfunding campaigns. Kyklos, 71(2), 187-212.
  • Cox, J., Oh. E.Y., Simmons, B., Graham, G., Greenhill, A., Lintott, C., Masters, K. & Woodcock, J. (2018). Doing good online: The changing relationships between motivations, activity and retention among online volunteers. Nonprofit and Voluntary Sector Quarterly, 47(5), 1031-1056.
  • Cox, J., Nguyen, T., Thorpe, A., Ishizaka, A., Chakhar, S. & Meech. L. (2018). Being seen to care: The effect of lender visibility in pro-social crowdfunding. Computers in Human Behaviour, 83, 45-55.
  • Cox, J. & Nguyen, T. (2018). Does the crowd mean business? The distribution of crowdfunding and support for small firms. Journal of Small Business and Enterprise Development, 25(1), 147-162.
  • Cox, J. (2017). Play it again Sam? Versioning in the market for second-hand video game software. Managerial and Decision Economics, 38(4), 526-533.
  • Cox, J. & Kaimann, D. (2015). How do reviews from professional critics interact with other signals of product quality? Evidence from the video gaming industry. Journal of Consumer Behaviour, 14(6), 366-377.
  • Jaffry, S., Ghulam, Y. & Cox, J. (2013). Trends in efficiency in response to regulatory reforms: The case of Indian and Pakistani commercial banks. European Journal of Operational Research, 226(1), 122-131.

Selected Recent Conferences Presentations

  • Cox, J., Tosatto, J. & Nguyen, T. (2019). Not dead ‘till the deadline: The interaction between completion bias, diffusion of responsibility and deadline effects in crowdfunding. Presented at the Canadian Economics Association Annual Conference (Banff, Canada).
  • Cox, J. (2017). An open challenge to excellence? Crowdfunding, crowdsourcing and citizen science. Presented at the Royal Society ‘Creating Connections’ Conference (Manchester, UK).
  • Cox, J., Nguyen, T., Thorpe, A., Ishizaka, A., Chakhar, S. & Meech, L. (2016). A decision rule approach for analysing the attractiveness of crowdfunding projects. Presented at the 58th Conference of the Operational Research Society (Portsmouth, UK).
  • Cox, J., Greenhill, A., Lintott, C., Levina, N. & Gkeredakis, E. (2016). Professional development workshop: Organising work online with crowds. Presented at the 76th Annual Meeting of the Academy of Management (Anaheim, USA).
  • Cox, J., & Kaimann, D. (2014). The interaction of signals: A fuzzy-set analysis of the video game industry, Presented at the 17th ACEI Annual Conference (Montreal, Canada).
  • Cox, J. & Kaimann, D. (2013). The signalling effect of critics: Evidence from a market for experience goods. Presented at the 35th ISMS Marketing Science Conference (Istanbul, Turkey).
  • Cox, J. (2012). Specially invited panel member: The US video games industry. Presented at the 16th ACEI Annual Conference (Kyoto, Japan).
  • Cox, J. (2012). An empirical analysis of blockbuster video games. Presented at the 16th ACEI Annual Conference (Kyoto, Japan).