John Costello

Forthcoming research at JCP co-authored with my recently graduated advisee, Jianna Jin, and my colleague Jesse Walker: When consumers would prefer a chatbot over a person news.osu.edu/when-consumers…

Check out my conversation with Aviva this week on @OpinionSciPod to learn about whether people appreciate when science is used to develop better luxury goods.

Smartphones can have a negative impact on donation behavior. A new study identifies the “mobile giving gap” and shows how to close it. doi.org/10.1002/jcpy.1…

@aaronjbarnes @SShavitt @JCRNEWS Congrats!

🚨 New Research! 🚨 Our studies (@SShavitt), just published in @JCRNEWS, show that the effectiveness of consensus cues about others’ behavioral choices (“Best Seller”) or their attitudes (“Top Rated”) differ across cultures. Why does it matter? academic.oup.com/jcr/advance-ar… 🧵 1/5

Could not be prouder of my advisee, Jianna Jin, for willing this year’s @FisherOSU Excellence in Ph.D. Student Research Award!!

What’s in a name? A new Journal of Marketing study finds that unconventional #brandname spellings may backfire and reduce consumers’ likelihood to support the brand. Learn more: bit.ly/3n4Boe3 By @john_costello, Jesse Walker, and @rebecca_reczek #branding #startups

New #brands beware: This Journal of Marketing study shows that seemingly clever misspellings in #brandnames may deter customers if seen as a marketing gimmick: bit.ly/3n4Boe3 Full JM study: bit.ly/3LsYt3E @john_costello @rebecca_reczek #branding #marketing

New #brands may want to avoid seemingly clever misspellings in their #brandname. A Journal of Marketing study featured in @WSJ shows that unconventional spellings may deter customers if seen as a marketing gimmick. @john_costello @rebecca_reczek #branding on.wsj.com/3mN9yCR

@HuiZhang_mktlab Thank you!

Really interesting article and research!

Great new article covering my research on brand names with @rebecca_reczek and Jesse Walker in the @JofMarketing! @NDBusiness

Spelling is important when it comes to brand and company names, new research suggests on.wsj.com/3L4fjWn

Thrilled to share that our paper was selected as a distinguished winner of the AMA-EBSCO-RRBM Award for Responsible Research in Marketing ama.org/press-releases…

Misspelled Brand Names: Pro Or Con?: Do names like Lyft, Tumblr, and Reddit make the right impression? Marketing professor John... mediapost.com/publications/a…

A new Journal of Marketing study shows how #consumers react negatively to unconventionally spelled brand names like @lyft. Check out this @FastCompany article to learn more! @john_costello @rebecca_reczek #branding #brandnames #consumerbehavior #marketing bit.ly/3Ter1zX

What do Lyft and Krispy Kreme have in common? This—and consumers hate it f-st.co/j0EZzgH

Check out this video and article @nd_news did about some new brand name research I conducted with Jesse Walker and @rebecca_reczek.

Would you rather drink a new seltzer called "Clear" or one called "Klear"? A new study shows most people don't like brand names that deliberately misspell real words. @FisherOSU news.osu.edu/unconventional…

Check out my new research on brand name choice with @john_costello and Jesse Walker: Unconventional spellings are a ‘Badd Choyce’ for brand names news.osu.edu/unconventional…

@gizemceylan1 @PNASNews @YaleSOM @YaleCCI @USCMarshall @USCDornsife Congrats!

Our newest paper on fake news and social media habits is out @PNASNews Check out on the link below #fakenews #socialmedia @YaleSOM @YaleCCI @USCMarshall @USCDornsife

"Marketers have long used science to sell products, but research shows that if the product being sold is associated with indulgence or pleasure—say, a sweet dessert—scientific claims can actually backfire," via @WSJ: ow.ly/eq2450LOXO1 #NDintheNews #GrowtheGoodinBusiness