Just Keep It: When and Why Returnless Product Returns Foster Brand SupportJohn CostelloChristopher BechlerJournal of Marketing Research2026
How Fatal School Shootings Impact a Community's ConsumptionMuzeeb ShaikJohn CostelloMichael PalazzoloAdithya PattabhiramaiahShrihari SridharJournal of Marketing Research2025
How School Shootings Are Felt in Local EconomiesMuzeeb ShaikJohn CostelloMike PalazzoloAdithya Pattabhiramaiah Shrihari SridharHarvard Business Review2025
The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred NormativityJohn CostelloAaron GarveyFrank GermannJames WilkieJournal of Marketing Research2024
The Uptrend Effect: Encouraging Healthy Behaviors Through Greater Inferred NormativityJohn CostelloAaron GarveyFrank GermannJames WilkieJournal of Marketing Research2024
"Choozing" the Best Spelling: Consumer Response to Unconventionally Spelled Brand NamesJohn CostelloJesse WalkerRebecca Walker ReczekJournal of Marketing2023
Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire?Aviva Philipp-MullerJohn CostelloRebecca Walker ReczekJournal of Consumer Research2023
Why Are Donors More Generous with Time Than Money? The Role of Perceived Control over Donations on Charitable GivingJohn CostelloSelin MalkocJournal of Consumer Research2022
Providers Versus Platforms: Marketing Communications in the Sharing EconomyJohn CostelloRebecca Walker ReczekJournal of Marketing2020