Mendoza School of Business

John Costello

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

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 about and perceptions of firm 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 Research, the Journal of Marketing, and the Journal of Public Policy & Marketing. His research has also been featured in the Wall Street Journal, Fast Company, Adweek, Marketing Daily, and Stanford Social Innovation Review, among others.

Dr. Costello was the recipient of the Mendoza Mission Research Award in 2023 for his research on charitable giving. 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, and won 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 5th Avenue and American Eagle Outfitters.

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

"The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred Normativity", (With Aaron Garvey, Frank Germann, James Wilkie), Journal of Marketing Research, 2024

"Choozing the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names", (With Jesse Walker, Rebecca Walker Reczek), Journal of Marketing, 2023

"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, 2023

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

"James Dincolo Outstanding Teaching Award for a Tenured or Tenure-Track Professor", 2023

"Mendoza Mission Research Award", 2023

"Finalist: Shelby D.Hunt/Harold H. Maynard Award", Journal of Marketing, 2021

"Consumer Behavior SIG's Rising Star Award", American Marketing Association, 2021

"SCP Dissertation Proposal Award", Society for Consumer Psychology, 2020