Mendoza School of Business

John Costello

Assistant Professor
  381 Mendoza College of Business
  • Biography
  • Background
  • Publications

John Costello is an assistant professor of marketing at The Mendoza College of Business. Dr. Costello's research focuses on the area of consumer behavior. Specifically, his work explores 1) consumer inference-making and psychological response to marketing actions (e.g., messaging, branding, promotions) and 2) issues related to consumer and societal wellbeing (e.g., charitable giving, health behaviors). Dr. Costello's research has appeared in leading marketing journals, including the Journal of Consumer Research, the Journal of Marketing, and the Journal of Public Policy & Marketing. His research on marketing communications in the sharing economy was selected as a 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 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 5th Avenue and American Eagle Outfitters. He teaches Building Great Brands at the undergraduate level and Brand Strategy at the MBA level.

Ph D, Fisher College of Business, The Ohio State University, Columbus, OH
MBA, Villanova School of Business, Villanova University, Villanova, PA
BS, Villanova School of Business, Villanova University, Villanova, PA
BSBA, Villanova School of Business, Villanova University, Villanova, PA

"Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire?", (With Aviva Philipp-Muller, Rebecca Walker Reczek), Journal of Consumer Research, 49

"Providers vs. Platforms: Marketing Communications in the Sharing Economy", (With Rebecca Walker Reczek), Journal of Marketing, 84, 2020