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John Howell

Assistant Professor,
Marketing and Global Supply Chain
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John Howell is and Assistant Professor of Marketing at Brigham Young University, where he studies quantitative models using Bayesian statistics. His primary research interests involve examining the causal motivators of individual choice. He has done extensive research on the barriers to product adoption and is especially interested in the hidden costs that consumers incur in order to evaluate, purchase, and/or use a product.  The work is especially relevant to managers making pricing and promotion decisions.

Prior to joining academia, John worked as a consultant to Sawtooth Software, where he developed conjoint analysis solutions for a wide variety of clients in industries. John also worked as a Pricing Analyst and Software Engineer for Novell, Inc.

John received his Ph. D. from Ohio State University in 2013 and world as an Assistant Professor of Marketing at Penn State University from 2013-2018.

Selected Publications

  • "Gremlins in the Data: Identifying the Information Content of Research Subjects", Journal of Marketing Research, Edition 1, Volume 58, Sage Journals, 2021