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 examines consumer behavior from a motivational perspective. In particular, he looks at three related areas: (1) how consumers are motivated to fulfill their own needs, (2) how consumers are motivated to fulfill the needs of others, and (3) how people perceive other consumers’ behavior. In providing answers to these questions, he contributes to numerous consumer-relevant domains, such as resource scarcity, gift giving, charitable giving, luxury consumption, social hierarchy, and buyer-seller relationships.
His publications have appeared in leading academic journals, such as the Journal of Consumer Psychology and Personality and Social Psychology Bulletin.