John Costello

John Costello is an Assistant Professor of Marketing at the Mendoza College of Business, University of Notre Dame. His research focuses on consumer behavior, particularly psychological responses to marketing actions and prosocial consumer behaviors.

His research interests include consumer behavior, marketing communications, psychological responses to marketing, prosocial consumer behaviors, and consumer decision making. Dr. Costello's work has appeared in leading marketing journals including the Journal of Consumer Research, Journal of Marketing, and Journal of Public Policy & Marketing.

His recent publications examine how fatal school shootings impact local economies and how invoking 'science' in marketing can backfire for pleasure-focused products. 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.

• Society of Consumer Psychology's Dissertation Award
• Rising Star Award from the AMA's Consumer Behavior Special Interest Group
• Journal of Marketing's Shelby D. Hunt/Harold H. Maynard Award (Finalist)

Dr. Costello teaches Building Great Brands at the undergraduate level and Brand Strategy at the MBA level. Prior to his academic career, he worked in merchandise planning and allocation for Saks Fifth Avenue and American Eagle Outfitters.