Christopher Cannon

Picture of Professor Christopher Cannon
  • Assistant Professor of Marketing
  • Shidler College Faculty Fellow


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Academic Background

  • Ph.D., Marketing, Kellogg School of Management, Northwestern University
  • M.S., Marketing, Kellogg School of Management, Northwestern University
  • M.S., Psychology, Sub-Plan: Cognition & Cognitive Neuroscience, University of Michigan
  • B.S., Biopsychology, Cognition & Neuroscience and French, University of Michigan

Research Interests

Theoretical: Social Motives, Social Perception
Substantive: Resource Scarcity, Luxury Consumption, Social Hierarchy, Gift Giving

Selected Publications

Research Articles

Cannon, Christopher, Kelly Goldsmith, and Caroline Roux (forthcoming), “An Integrative Theory of Resource Discrepancies,” Journal of Consumer Psychology.

Roux, Caroline, Kelly Goldsmith, and Christopher Cannon (2023), “On the Role of Scarcity in Marketing: Identifying Research Opportunities across the 5Ps,” Journal of the Academy of Marketing Science, 51(6), 1197-1202. *invited commentary

Cannon, Christopher and Derek D. Rucker (2022), “Motives Underlying Human Agency: How Self-efficacy and Self-enhancement Affect Consumer Behavior,” Current Opinion in Psychology, 46, 101335.

Goldsmith, Kelly, Caroline Roux, Ali Tezer, and Christopher Cannon (2022), “De-stigmatizing the “Win-win:” Making Sustainable Consumption Sustainable,” Current Opinion in Psychology, 46, 101336.

Goldsmith, Kelly, Caroline Roux, and Christopher Cannon (2021), “Understanding the Relationship Between Resource Scarcity and Object Attachment,” Current Opinion in Psychology, 39, 26-30.

Cannon, Christopher and Derek D. Rucker (2020), “The Communal Consumer: Longitudinal Evidence for the Distinction Between Nurturing and Affiliative Motives,” Journal of the Association for Consumer Research, 5(3), 345-355.

Cannon, Christopher and Derek D. Rucker (2019), “The Dark Side of Luxury: Social Costs of Luxury Consumption,” Personality and Social Psychology Bulletin, 45(5), 767–79.

Cannon, Christopher, Kelly Goldsmith, and Caroline Roux (2019), “A Self-Regulatory Model of Resource Scarcity,” Journal of Consumer Psychology, 29(1), 104–27.

Book Chapters

Goldsmith, Kelly, Caroline Roux, Christopher Cannon, and Ali Tezer (forthcoming), "The Yin and Yang of Hard Times: When Can States of Vulnerability Motivate Self-Improvement?," Review of Marketing Research.

Roux, Caroline, Christopher Cannon, and Kelly Goldsmith (2024), “How Resource Scarcity Shapes Consumer Behaviour: Implications from the COVID-19 Pandemic,” Precision Retailing: Driving Results with Behavioral Insights and Data Analytics, Eds. Laurette Dubé, Maxime C. Cohen, Nathan Yang, and Bassem Monla, University of Toronto Press: Toronto.

Cannon, Christopher (2023), “Scarcity,” SAGE Business Foundations, ed. Ernest Baskin, SAGE Publications, Inc.

Rucker, Derek D., and Christopher Cannon (2019), “Identity and Compensatory Consumption,” in Handbook of Research on Identity Theory in Marketing, ed. Americus Reed II and Mark Forehand, Edward Elgar Publishing, 186–98.

Awards & Honors

Manoa Faculty Research Travel Award, 2022, 2023

Shidler College Faculty Fellow, 2021–present

AMA-Sheth Foundation Doctoral Consortium Fellow, 2019

Graduate Student Poster Award Runner-up, Society for Personality and Social Psychology, 2019

Conference Travel Grant, Northwestern University, 2016 & 2018

Graduate Travel Award, Society for Personality and Social Psychology, 2016

Graduate Fellowship, Northwestern University, 2014–2019

Rackham Graduate Student Research Grant, University of Michigan, 2013

Phi Beta Kappa, University of Michigan, 2013