John Costello
Marketing
Assistant Professor, Marketing
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Consumer behavior
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Branding
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Messaging
Costello’s Latest News
Costello in the News
The Food Tech
Tendencia de mensajes alcistas atraen a consumidores
June 09, 2023
Así lo dieron a conocer investigadores con sede en Estados Unidos, en específico el autor del artículo John Costello, profesor asistente de marketing en la Universidad de Notre Dame, de dicho país.
Nutrition Insight
Optimism prevails: Uptrend messaging promotes healthier consumer behavior, study finds
May 10, 2023
“We find that uptrend messaging can be used to encourage healthy behaviors that improve consumer quality of life,” lead author John Costello, assistant professor of marketing at the University of Notre Dame, US, tells NutritionInsight.
Management Today
Better to be cool than 'kool'
April 20, 2023
In a new study, Walker and John Costello, assistant professor of marketing at the University of Notre Dame, found that consumers deemed these tactics to be marketing gimmicks, and the brands insincere.
The Wall Street Journal
Should Companies Use Unconventional Spellings for Products? It Isn’t Always Klear
April 17, 2023
“Companies and marketing firms spend a lot of time and money trying to come up with names, but they aren’t always aware that unconventional spellings may negatively impact customers’ initial perceptions of the brand or company,” says John Costello, an assistant professor at the University of Notre Dame’s Mendoza College of Business and one of the paper’s co-authors.
MediaPost (subscription)
Misspelled Brand Names: Pro Or Con?
March 14, 2023
John Costello, assistant professor of marketing at Notre Dame's Mendoza College of Business, isn't too sure.
ZME Science
“Lift” not “Lyft” — alternative spellings perceived as insincere and disliked by consumers
March 13, 2023
The study was carried out by John Costello, assistant professor of marketing at Notre Dame’s Mendoza College of Business, along with Jesse Walker and Rebecca Walker Reczek from Ohio State University.
Fast Company
What do Lyft and Krispy Kreme have in common? This—and consumers hate it
March 10, 2023
“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere,” lead researcher John Costello told Notre Dame News.
Cosmos Magazine
Misspelld, misconceivd. Uniquely spelld brand names don’t sell
March 09, 2023
“We discreetly observed and recorded participants’ seltzer sampling choices to measure the impact of an unconventionally spelled brand name on real product choice,” says lead author John Costello, assistant professor of marketing at Notre Dame.