Research Interests: Social Motivation, Resource Scarcity, Luxury Consumption, Social Hierarchy, Gift Giving
Derek D. Rucker
Christopher Cannon is a Ph.D. Candidate in Marketing at the Kellogg School of Management, Northwestern University. Prior to joining Kellogg, he received his B.S. and M.S. in Psychology from the University of Michigan.
Christopher’s research is broadly interested in consumers’ social motivations—that is, how consumers are motivated toward both self- and other-focused goals. He has developed a new framework and psychological instrument for conceptualizing and measuring consumer motivations. He has also applied his theorizing to help better predict advertising persuasion, product choice, and leadership behaviors. In addition to social motivation, Christopher researches a range of marketing and consumer-relevant topics, such as luxury consumption, resource scarcity, social hierarchy, and gift giving behavior.
His publications have appeared in leading academic journals, such as Journal of Consumer Psychology and Personality and Social Psychology Bulletin.