Costello Research Social Influence

Whether ordering a pizza to split with friends or planning a family excursion, better communication can help reduce the anxiety that surrounds joint-consumption situations. Sharaya Jones, assistant professor of marketing at the Costello College of Business at George Mason University, recently published research targeting this understudied area of consumer psychology.

To please both the planet and shareholders at the same time, firms must travel a triangular path.

A pair of George Mason University marketing professors have unpacked the surprisingly intense and complicated emotional consequences of brand inauthenticity.

Jessica Hoppner, associate professor of marketing at the Donald G. Costello College of Business at George Mason University, has been named a recipient of Academy of Marketing Research Funding for 2025. 

A new book co-authored by Lisa Gring-Pemble, associate professor of business foundations at Costello, reveals an overlooked strength of the early woman’s movement—“prophetic” rhetoric reconciling reform with religious faith.

Not all organizations measure success in dollars and cents. There are also the purists, whose unswerving integrity may deliver outsized market benefits—if they aren’t fatally misunderstood first.

Post-Covid complaints about “Zoom fatigue,” work-life imbalance, etc. belie a deeper longing for what was lost in the transition to remote work.

Thanking someone in advance for something you’re asking them to do increases their motivation and commitment to the task. This savvy managerial technique also raises some tricky ethical questions.

Thanks to TikTok, Twitter, Instagram et al, we are living in the age of social influence. But how can influence be harnessed to make the world a better place? Yun Young Hur, assistant professor of information systems at George Mason University School of Business, explores that question in a recently published paper in Information Systems Research.