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Assistant Professor of Marketing, University of Notre Dame

John Costello is an assistant professor of marketing at The Mendoza College of Business. Dr. Costello researches consumer behavior with a focus on 1) consumers’ psychological response to marketing actions (e.g., messaging, promotions) and 2) prosocial consumer 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.


  • –present
    Assistant Professor of Marketing, University of Notre Dame