Christopher Cannon

Christopher Cannon is an Assistant Professor of Marketing at the Shidler College of Business within the University of Hawaii. His research integrates social psychology and marketing to explore how resource scarcity, social hierarchy, and motivational dynamics influence consumer behavior.

• Ph.D. and Master's degrees in Marketing from Kellogg School of Management, Northwestern University
• Master's in Psychology (Cognition & Cognitive Neuroscience) and Bachelor's in Biopsychology, Cognition & Neuroscience, and French from the University of Michigan

His research spans social motives, luxury consumption, and gift giving, with a focus on how scarcity affects consumer decision-making. Recent work examines sustainable consumption, pandemic-driven behavioral shifts, and the interplay between self-efficacy and self-enhancement in marketing contexts.

His publications include high-impact journals like the Journal of Consumer Psychology and Personality and Social Psychology Bulletin, alongside book chapters in SAGE Business Foundations and Review of Marketing Research. His work has been recognized with awards such as the Manoa Faculty Research Travel Award and AMA-Sheth Foundation Doctoral Consortium Fellowship.

Notable collaborations with scholars like Kelly Goldsmith and Caroline Roux highlight his interdisciplinary approach. He teaches courses in Principles of Marketing, Consumer Behavior, and advanced marketing seminars.