John Costello

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 5^th Avenue and American Eagle Outfitters.