John Costello

John Costello is the John W. Berry Sr. Associate Professor of Marketing at The Mendoza College of Business. Dr. Costello's research focuses on the area of consumer behavior. Within this domain, his work has focused on three areas: (1) consumer inference-making in response to marketing (e.g., branding, persuasion knowledge), (2) prosocial behavior, and (3) consumer and societal well-being

Dr. Costello's research has appeared in leading journals, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. His research has also been featured in the Harvard Business Review, Wall Street Journal, Forbes, Fast Company, Adweek, Marketing Daily, and Stanford Social Innovation Review, among others. Dr. Costello serves on the editorial review boards for Journal of Marketing Research, Journal of Marketing, and the Journal of Public Policy & Marketing.

Dr. Costello received the Mendoza Mission Research Award in 2023 and the James Dincolo Outstanding Research Award in 2024. His research on marketing communications in the sharing economy was selected as a 2020 finalist for the Journal of Marketing’s Shelby D.Hunt/Harold H. Maynard Award. As a doctoral student, he received the Society of Consumer Psychology’s Dissertation Award and the Rising Star Award from the AMA’s Consumer Behavior Special Interest Group.

Dr. Costello teaches Building Great Brands at the undergraduate level, Brand Strategy at the MBA level. He won the 2025 Outstanding Undergraduate Marketing Professor Award (voted on by undergraduate students) and the 2023 James Dincolo Outstanding Teaching Award for a Tenured or Tenure-Track Professor. He received his PhD in marketing from The Ohio State University’s Fisher College of Business and holds an MBA, a BSBA, and a BS in Business Honors from Villanova University. Prior to his graduate studies, Dr. Costello worked in the merchandise planning/allocation groups for Saks 5^th Avenue and American Eagle Outfitters.