College of Management, Mahidol University
Faculty Profile

Biography

Dr. Randall Shannon received his doctorate in Marketing, with a focus on cross-cultural consumer behavior and branding from Thammasat University. Following a career in marketing research at AC Nielsen, he has been teaching in Thailand for more than 20 years, typically topics related to marketing, consumer behavior, marketing research, new product development and advertising. Dr. Shannon has published more than a hundred conference papers and journal articles, seven book chapters and a marketing textbook. He has published articles in international journals, such as the Journal of Brand Management, Sustainability, and Oxford's European Retail Digest. He has also worked on various consulting projects within Asia for companies such as McKinsey, and Temporal Brand Consulting. Dr. Shannon's research interests include consumer behavior (especially cross-cultural aspects) as relates to retailing and shopping behavior, as well as marketing in general. He enjoys exploring consumer motivations and how this can be applied to enhance marketing, such as through more effective advertising and branding. His research interests also include successful aging, marketing to aging consumers and sustainability issues, such as sustainable consumption.

Research Outputs

2026
Shannon, R., & haider, M.. (2026). Mindfulness and Sustainable Consumption: The Influence of Self-Dispositions. [Conference Paper].
2025
Xia, Z., & Shannon, R.. (2025). Navigating the Digital Frontier: Exploring the Dynamics of Customer-Brand Relationships Through AI Chatbots. Sustainability , 17 (5) , Art. No. 2173 . https://doi.org/10.3390/su17052173
2024
Z., X., & Shannon, R.. (2024). Conceptualizing AI-Chatbot Application as an E-service Agent to Develop a Customer-brand Relationship. Operational Research in Engineering Sciences: Theory and Applications , 7 (1) , 309–331 .
2023
N., H., Shannon, R., & P. Moschis, G.. (2023). Factors Influencing Purchase Intention of Food Surplus through a Food-Sharing Platform. Sustainability (Switzerland) , 15 (17) , Article number 13000 . https://doi.org/10.3390/su151713000
Shannon, R., & P. Moschis, G.. (2023). Using the Life Course Paradigm to Study Financial. [Conference Paper].
M., H., Shannon, R., & E., A.. (2023). How Has the COVID 19 Crisis Transformed Entrepreneurs into Sustainable Leaders?. Sustainability (Switzerland) , 15 , Article number 5358 .
2022
M., H., Shannon, R., & P. Moschis, G.. (2022). Sustainable Consumption Research and the Role of Marketing: A Review of the Literature (1976–2021). Sustainability (Switzerland) , 14 (7) , Article number 3999 . https://doi.org/10.3390/su14073999
P., P., & Shannon, R.. (2022). Using the life course paradigm to study financial well-being in late life. Asia Pacific Journal of Marketing and Logistics , 34 (1) , 60–77 .
Thanasrivanitchai, J., Shannon, R., & P. Moschis, G.. (2022). Using Control Theory and Self-Esteem to Explain Older Consumers' Low Use of the Interne. [Conference Paper].
M., H., Shannon, R., & Vatananan, R.. (2022). Digital Leadership for Sustainable Community-Based Tourism (CBT). [Conference Paper].
A., P., & Shannon, R.. (2022). The Dark Side of Social Media: Content Effects on the Relationship Between Materialism and Consumption Behaviors. Frontiers in Psychology , 13 .
2021
A., P., & Shannon, R.. (2021). Materialism's Influence on Unsustainable Consumption Across Social Networking Sites: A Systematic Review. International Journal of Business and Economics Research , 10 (4) , 125–140 .
J., T., Shannon, R., & W., B.. (2021). Using Control Theory to Explain Differences in Internet Usage: An empirical study of Thai consumers in Bangkok. Kasetsart Applied Business Journal , 15 (22) , 41–72 .
Balikciolglu, B., Shannon, R., & P. Moschis, G.. (2021). Effects of Disruptive Family Events on Compulsive Buying of Young Adults Using the Life Course Approach. [Conference Paper].
W., W., & Shannon, R.. (2021). Choice Criteria Among Thais Towards Choosing an International Master’s Degree Program in Thailand During the COVID-19 Pandemic. [Conference Paper].
J., T., Shannon, R., & P. Moschis, G.. (2021). Using Self Esteem to Moderate Goal Disengagement Strategies to Explain Older Consumers’ Low Use of the Internet. [Conference Paper].
A., P., & Shannon, R.. (2021). The Mediation of Attitudes Towards Social Media Content and Social Media Engagement on the Relationship Between Materialism and Negative Consumption Behaviors. [Conference Paper].
M., H., & Shannon, R.. (2021). Sustainable Consumption Research: Three Levels of Analysis. [Conference Paper].
2020
Shannon, R., T., S., P. Moschis, G., & B., B.. (2020). Family life cycle and the life course paradigm: A four-country comparative study of consumer expenditures. Journal of Global Scholars of Marketing Science , 30 (1) , 34–44 .
Balikciolglu, B., Shannon, R., & P. Moschis, G.. (2020). A Conceptual Framework for the Effects of Disruptive Family Events on Compulsive Buying of Young Adults Using the Life Course Approach. [Conference Paper].
A., P., & Shannon, R.. (2020). Do Facebook Ads Stimulate Impulse Purchasing Behavior Among Adults in Bangkok?. [Conference Paper].
M., H., & Shannon, R.. (2020). The Evolution of Research on Sustainable Consumption. [Conference Paper].
P., P., & Shannon, R.. (2020). Using the Life Course Paradigm to Study Financial Well-being in Late Life. [Conference Paper].
P. Moschis, G., & Shannon, R.. (2020). Toward Achieving Sustainable Food Consumption: Insights from the Life Course Paradigm. Sustainability (Switzerland) , 12 (13) , Article number 5359 . https://doi.org/10.3390/su12135359
2019
R., V., Shannon, R., & R., T.. (2019). A bibliometric review of the knowledge base for innovation in sustainable development. Sustainability (Switzerland) , 11 (20) , Article number 5783 . https://doi.org/10.3390/su11205783
N., P., R., V., K., T., T.H., A., A.A., S., A.M., S., & Shannon, R.. (2019). Achieving Sustainable Development Goals for People with Disabilities through Digital Technologies. [Conference Paper].
2018
J.C., Z., & Shannon, R.. (2018). Usage of Private Label Brands Among Street Vendors in Thailand. [Conference Paper].
B., C., & Shannon, R.. (2018). Operationalizing Big Data for Academic Research. [Conference Paper].
Shannon, R., & P. Moschis, G.. (2018). Exploring Financial Literacy and Saving Behaviours Across Age Cohorts in Thailand: A Life Course Approach. [Conference Paper].
2017
K., V., & Shannon, R.. (2017). The influence of country image on luxury value perception and purchase intention. Journal of Asia Business Studies , 11 (1) , 88–110 . https://doi.org/10.1108/jabs-08-2015-0142
Yoopetch, C., & Shannon, R.. (2017). Environmental Planning for National Park Management and Sustainable Tourism Development. [Conference Paper].
Shannon, R.. (2017). Thai Consumers and Sustainability: Where is the Story Going?. [Book Chapter].
Shannon, R.. (2017). Retailing. [Book Chapter].
P., S., & Shannon, R.. (2017). Saving Behavior and Retirement Planning among Gay Thai Men. [Conference Paper].
Shannon, R., & P. Moschis, G.. (2017). Preventative Health Care Behavior Among Thai Consumers. [Conference Paper].
Shannon, R., & P. Moschis, G.. (2017). Financial Literacy and Retirement Planning Among Thai Consumers. [Conference Paper].
N., C., & Shannon, R.. (2017). The Consumer Perspective on Using Payment Services from FinTech in Thailand. [Conference Paper].
J., T., P. Moschis, G., & Shannon, R.. (2017). Explaining older consumers' low use of the internet. International Journal of Internet Marketing and Advertising , 11 (4) , 355–375 . https://doi.org/10.1504/ijima.2017.087271
2016
R., M., & Shannon, R.. (2016). The Formation and Sustainability of same Product Retail Store Clusters in A Modern Mega City. Tijdschrift voor Economische en Sociale Geografie , 107 (5) , 567–581 . https://doi.org/10.1111/tesg.12187
Kongarchapatara, B., & Shannon, R.. (2016). The Effect of Time Stress on Store Loyalty: A Case of Food and Grocery Shopping in Thailand. Australasian Marketing Journal , 24 (4) , 267–274 . https://doi.org/10.1016/j.ausmj.2016.10.002
J., J., & Shannon, R.. (2016). The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions. International Review of Retail, Distribution and Consumer Research , 26 (5) , 566–588 . https://doi.org/10.1080/09593969.2016.1159242
Shannon, R.. (2016). Contrasting Thai and Chinese Shopper Behavior and Satisfaction with PL Brands. [Conference Paper].
N., N., & Shannon, R.. (2016). Thai Consumer Concerns Regarding Aging in Home and Health Monitoring Technologies. [Conference Paper].
A., I., & Shannon, R.. (2016). The Role of Social Environment on Interaction of Intercultural Service Encounters and its Effects on Customer Satisfaction. [Conference Paper].
Y., C., & Shannon, R.. (2016). Consumers’ Purchase Behavior of Organic Personal Care Products – A Cross-national Comparison between Chinese, Thai and Australian Consumers. [Conference Paper].
2015
D., I., Shannon, R., & N., G.. (2015). Marketing Management in Asia. [Book].
J., T., & Shannon, R.. (2015). The Impact of Older Consumers’ Goal Engagement Strategies on Their Use of the Internet. [Conference Paper].
C., S., & Shannon, R.. (2015). Facebook - An Idea Channel for Brand Relationship Building? Motives for Electronic Word of Mouth and its Influence on Consumer Based Brand Equity. [Conference Paper].
Kongarchapatara, B., & Shannon, R.. (2015). Transformations in Thailand’s Retailing Landscape: Public Policies, Regulations, and Strategies. [Book Chapter].
Kongarchapatara, B., & Shannon, R.. (2015). The Mediating Effect of Chronic Stress on Time pressured Consumers and Their Shopping Behaviors. [Conference Paper].