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This MBA student is already putting her degree to work

Sarah Holland — Fri, 12 Dec 2025 15:30:18 +0000

This MBA student is already putting her degree to work Sarah Holland Fri, 12/12/2025 - 10:30

Working full-time while getting a graduate degree is no easy feat. But for Air Force veteran and soon-to-be �� alum Kathleen Gillmore, hard work is second nature.

Gillmore is graduating from George Mason in fall 2025 with a master of business administration and a graduate certificate in business analytics from the Costello College of Business. She started her degree at the same time she started as a data analyst at Accenture Federal Services.

What made you choose George Mason?

I first heard about George Mason from my husband, who grew up in Reston and knew the school well. When we moved to Virginia after leaving the Air Force, he recommended George Mason so we could stay close to family and have a solid support system.

Once I researched the university myself, I was really drawn to its strong ties with major tech and business companies in Northern Virginia, as well as its connection to federal agencies. I chose George Mason because it offers a great pathway into both the local industry and government sectors.

How have your professors impacted your time at George Mason?

My business analytics professors have made a huge impact on me. They really fueled my love for working with data, and I enjoyed getting hands-on experience with the different analytics software we used in class. Being able to apply what I was learning with real tools made the material come alive and helped me grow both technically and professionally.

How have your classes helped prepare you for your work as a data analyst?

My classes have directly supported my work at Accenture Federal Services. The business-focused courses helped me understand how organizations operate from a strategic and operational perspective, which improved my ability to interpret the “why” behind the data. The business analytics classes taught me to approach data from multiple angles and to think more critically about patterns, insights, and decision-making. These skills have translated seamlessly into my current role.

How do you hope this degree will advance your career?

This degree has expanded my knowledge in both business and analytics, and I’m already applying what I’ve learned in my current role. Looking ahead, I see the MBA as a versatile credential that will help me continue advancing in roles that involve analytical problem-solving and strategic decision-making. It opens doors across many areas of business and gives me the flexibility to pursue opportunities in different industries as my career grows.

What is one piece of advice you would give to an incoming student?

Use everything George Mason offers: office hours, workshops, software access, and especially the networking events and career fairs. Those resources not only help you stay on track academically, but they also open the door to meaningful professional connections and opportunities.

What's next for you?

Academically, after completing this degree, I will be returning to George Mason next year to pursue a second master’s degree in data analytics engineering. Professionally, I look forward to applying everything I’ve learned in the MBA to continue growing as a data analyst and to open up new career opportunities. I’m excited to build on the momentum from this program and position myself for roles that allow me to contribute more strategically and analytically within my field.

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Patriot Profile: Jaylin Lott

Colleen Rich — Mon, 01 Dec 2025 19:31:43 +0000

Patriot Profile: Jaylin Lott Colleen Rich Mon, 12/01/2025 - 14:31

Jaylin Lott

Year: Sophomore

Major: Business with a minor in sport management

Hometown: San Antonio, Texas

The athlete and competitor in her fuel George Mason’s Jaylin Lott’s love for volleyball, but it’s the inner serenity that singing brings her that she treasures away from the court.

Photo by George Mason Athletics

An Almost Idol: Lott experiences the best of both worlds as a 5-foot-5 defensive specialist for the Patriots women’s volleyball team who also moonlights as a singer—one talented enough to have performed the national anthem at numerous NBA games and in George Mason’s EagleBank Arena. Her powerful voice even carried her to the third round of last year’s American Idol tryouts, where she was one of just 15 singers selected from a pool of roughly 300 during an in-person audition in Salt Lake City, Utah.

It’s a Family Affair: Strong vocals run in the family. Lott’s grandmother, Ava, who passed away in 2020, sang in the church choir and remains her inspiration. Lott began singing around age 13 while competing and lettering in both volleyball and track at Clark High School in Texas. Her father, Jason, a former Division I track and field athlete at Texas State University, noticed early on that his daughter was gifted in music as well. “[Sports and singing are] both ways to escape the stress that naturally comes with life,” Lott said. “They’ve each been therapeutic in different ways and at different times. I have a deep love for both.”

At the End of the Day: Lott says it's not uncommon to find her singing along to her karaoke machine to unwind after a long day of classes and practice. Her musical inspirations include Whitney Houston, Beyoncé, and other old-school artists she credits for shaping her style and confidence. “As I’ve gotten older, I look forward to coming home and singing karaoke,” she said. “It’s kind of been my peace, especially after moving so far away from home.”

Taking the Stage: She was just a sophomore in high school when she first sang the national anthem before a San Antonio Spurs game, a moment that felt larger than life. “It was pretty big,” Lott recalled, “I was nervous at first, but it was pretty cool.” She returned to perform at Spurs games many times since, and has even sung for a larger crowd before a Dallas Mavericks game at the American Airlines Center.

Photo provided

Passion on the Court: Lott continues to make an impact on the Patriots team that enjoyed its most successful non-conference season since 2009, surpassing last year’s 11-win total and earning a spot in the Atlantic-10 Conference Tournament that was held in Richmond, Virginia, in November.

“She has such a gift for passing and defense in middle-back,” said George Mason women’s volleyball Head Coach Megan Shifflett Bachmann, “and she’s one of the most naturally talented individuals I’ve had the pleasure to coach in that position.”

Bachmann first learned of Lott’s musical talent during recruiting and was immediately impressed. “We’re always hoping to hear even more from her, without putting too much pressure around it,” Shifflett Bachmann said, “It’s a joy every time I overhear her singing to herself in the hallway or along with the music at practice.”

Singing Her Own Song: Singing is more than a hobby for Lott, it’s a passion she hopes to turn into a career. Lott continues to reach out to NBA teams in the region and in her hometown about national anthem gigs while also eyeing possible future auditions on The Voice. Lott also wrote songs for fun throughout middle and high school, and she has long imagined taking the next step—writing music professionally and eventually recording her own music in a studio. Finding time between school and volleyball has been tough, but she’s determined. “I want to put in the work it takes to have people one day hear my music,” she said. “It’s a peaceful thing for me to do, and it carries my grandmother’s legacy, too.”

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Costello alum prepares to compete at Southeast Asian Games

Katelynn C Hipolito — Thu, 13 Nov 2025 20:51:48 +0000

Costello alum prepares to compete at Southeast Asian Games Katelynn C Hipolito Thu, 11/13/2025 - 15:51

Sidney Yap, BS Information Systems Operations Management ‘20, MS Management ‘21, Business Analytics Grad Cert ‘22, MBA ‘25, exemplifies exceptional balance—driving innovative strategies at Navy Federal while representing the Philippines internationally in the hammer throw.

Action shot from 2025 Philippine Athletic Championships. Photo by Philippines Athletic Track and Field Association (PATAFA).

As a student-athlete at ��, he competed in track and field for nearly five years, spanning four Costello College of Business academic programs. In addition to the hammer throw, he also competed in discus and the weight throw, an indoor equivalent to hammer. Not long after he began competing at the university, he began his career as an intern at Navy Federal. Over time, he advanced in athletics, academics, and his career—building a foundation that continues to shape his success today.

Sidney Yap. Photo provided

Now preparing for the 2025 Southeast Asian Games in Thailand this December, Yap is focused on timing his peak performance for competition. Recently promoted to enterprise data analytics consultant at Navy Federal, he starts his day early so that he can focus on his training in the evenings. As busy as he is, he prefers it that way, driven by his passion for athletics, education, and professional growth.

Balancing athletics with his career is nothing new for Yap. While at George Mason, he worked closely with professors, coaches, and managers to coordinate schedules and manage workloads. Starting his career at Navy Federal as an intern during his sophomore year, he recognizes strong parallels between athletics and his business career—both requiring discipline, strategy, and data-driven decisions.

As much as his athletics skills and habits help him in his career, his job at Navy Federal in turn opened the door to this remarkable opportunity to compete in Thailand. At a company luncheon, a manager approached him after learning about his track and field background.

“He hit me with the question—What’s next?” Yap recalls.

Sharing Filipino heritage, the manager offered to help him represent the Philippines. That conversation led to connecting with the national team coach, securing dual citizenship, and obtaining a passport. Since then, he has competed in the Philippine Nationals in 2024 and 2025. Representing his family’s heritage on an international stage adds deeper meaning to his athletic pursuits.

Sidney Yap at his MBA graduation in Spring 2025. Photo provided

Yap is appreciative of the business foundations and location of his alma mater, reflected in his decision to remain at Costello for his undergraduate and graduate programs. Originally from the area, it wasn’t until he started researching colleges to apply to in high school that he learned it was a top-notch school full of opportunity.

At Costello, he experienced being taught by high-level faculty who prepared him to succeed in his current role. One of his first courses was on organizational behavior taught by Victoria Grady, associate professor of management and director of the MS in management program.

“Classes like that help with refinement of your people skills, and I think that goes beyond how you are in the workforce because those organizational behaviors is teaching me, in my mind, how to be a better person with people I interact with in athletics and in public.”

“Classes like that help with refinement of your people skills, and I think that goes beyond how you are in the workforce because those organizational behaviors is teaching me, in my mind, how to be a better person with people I interact with in athletics and in public.”

— Sidney Yap, BS Information Systems Operations Management ‘20, MS Management ‘21, Business Analytics Grad Cert ‘22, MBA ‘25

Yap’s story reflects the unique synergy between academic excellence and athletic discipline forged at George Mason. His years as a student-athlete prepared him to navigate the demands of rigorous coursework, competitive sports, and a growing professional career—all at once. The foundation he built through Costello’s programs continues to guide him as he balances his role at Navy Federal with training for the Southeast Asian Games. As Yap sets his sights on gold in Thailand, he carries the same mindset into his professional journey—proving that excellence isn’t confined to the field but is a pursuit that spans every arena of life.

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This Costello student leader is working to create opportunities for all

Katarina Benson — Thu, 13 Nov 2025 20:30:10 +0000

This Costello student leader is working to create opportunities for all Katarina Benson Thu, 11/13/2025 - 15:30

There are few �� students as busy as senior Rakibul Alam. A senior majoring in business and concentrating on management and marketing, Alam has become one of the most visible student leaders in the Costello College of Business, where he works as a marketing and communications intern. Recently he was among the speakers welcoming the community at Fuse’s grand celebration in September at Mason Square.

But when you hear Alam talk about his campus experiences, it is surprising to learn that his first week of college was rocky. As a first-generation student commuting to campus from Centreville, Virginia, Alam said wasn’t he sure how he would fit in.

“I remember thinking, I need to get involved if I want to have the best George Mason experience,” Alam said, and that he did.

Within weeks, Alam joined Student Government and soon co-founded the student organization Collective Organization of South Asia. A semester later, he joined another student organization, Mason Consulting Group. As vice president of the Mason Consulting Group, he has worked to ensure that other students have access to experiential learning opportunities.

Alam spoke at the Fuse’s grand celebration in September. Photo by Ron Aira/Office of University Branding

“George Mason has such unique individuals with so much talent,” said Alam, who is also a member of the Honors College. “We need to go out into the community and show what we can do. My goal has been to create those opportunities for others.”

Mason Consulting Group is open to George Mason students of all majors. Alam said about 210 students are registered, but there is a core group of about 70+ who are the most active members.

Under his leadership—he is now president of the group, the Mason Consulting Group has grown into more than just a student organization. Over the past few semesters, the organization has brought in representatives from Northern Virginia companies, such as KPMG, one of the area’s top four accounting firms, to talk to students about careers.

And those connections are paying off. He said seven of the group’s members secured high-profile internships in consulting this past summer, including Alam himself who served as a human resources and change management advisory intern at KPMG.

“That says a lot about the kind of pipeline we’re building,” Alam said. “George Mason students are competing head-to-head with students from Stanford, Cornell, and Harvard—and we’re ending up in the same places.”

That pipeline is expanding beyond the corporate world. Through a formal partnership with the Mason Consulting Group, Fairfax City Economic Development supports experiential learning opportunities for George Mason students who consult with local businesses. Program funding is provided to George Mason, which administers the initiative, ensuring students benefit from real-world experience while businesses gain strategic insights.

“These are the ripple effects,” Alam said. “We’re being recognized not just as students, but as professionals making an impact.”

Rakibul Alam presenting at the 2024 Patriot Pitch competition. Photo by Office of University Branding

Alam himself has a résumé that reflects both ambition and a deep commitment to service. Last year, his summer internship with the U.S. Navy reinforced his interest in government consulting.

“After my Navy internship, I realized how much I wanted to serve the public sector,” he explained. “Administrations change, but the government will always be here. Consulting allows me to use my skills to support the American people.”

That sense of purpose also extends globally. Alam was the recipient of the prestigious Gilman Scholarship, which allowed him to study international development in Morocco in January 2025. He also represented George Mason at a United Nations Cooperatives Youth conference in India, where he worked alongside students from across disciplines, including public health and business.

“It was incredible to see George Mason represented on the world stage,” he says. “These experiences showed me how interconnected business, policy, and global development really are.”

Alam’s drive has earned him recognition closer to home as well. Early in his George Mason career, he won Costello’s Patriot Pitch competition with a social entrepreneurship project. He has since served as a mentor to other entrepreneurs in the annual competition, paying forward the guidance he received from faculty mentors.

“Every opportunity I’ve had, I had to pitch myself for it,” Alam said. “But when I get to the top, I want to throw the rope back down for others. Because there’s always room at the top.”

That mindset—paired with his relentless schedule—has required discipline. Between taking 18 credits, leading a student organization, and juggling multiple internships, Alam relies on strict time management.

“I learned early on that I needed structure,” he said. “I use calendars, I set boundaries, and I make sure to take mental breaks. And I also have mentors—some older, some younger—who keep me grounded.”

In turn, he also mentors undergraduate business students.

Despite his packed calendar, Alam said he finds balance through pickleball, which he plays religiously, and painting, which fills his home with his own watercolor and mixed-media creations. “Sports and arts keep me well-rounded,” he said with a smile.

Looking ahead, Alam is weighing whether to finish his bachelor’s degree early or pursue an accelerated master’s. Either way, he plans to remain in Northern Virginia after graduation, contributing to the same business and government ecosystems that shaped his education.

“Businesses in Northern Virginia should know they don’t need to look far for talent,” he said. “We’re right here, and we’re ready to make an impact.”

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Costello students put skills to work for Fairfax charities

Jennifer Anzaldi — Wed, 12 Nov 2025 21:36:37 +0000

Costello students put skills to work for Fairfax charities Jennifer Anzaldi Wed, 11/12/2025 - 16:36

Not often can you take a course where you receive top-level instruction for how to prepare for a career, while also having the opportunity to give back to the world around you; but that is exactly what students in ��'s BUS 303 class experienced this past spring semester when they planned and hosted multiple “Humanitarian Happy Hours.”

Gretchen Hendricks, senior instructor of business foundations in the Costello College of Business, brought this new spin to her course titled Developing Professional Skills—Advanced Elements, providing students with the opportunity to develop their professional skillset through a humanitarian lens. Students put into practice the soft skills emphasized in the course, including teamwork, persuasive writing, effective communication, problem-solving, networking, and leadership, all while flexing their civic responsibility by contributing to the well-being of the community.

Professor Gretchen Hendricks with students at Lucky Dog Animal Rescue

“The Humanitarian Happy Hour events were designed to bring together individuals with similar interests and ideals in a social forum to learn about and potentially get involved with charitable organizations championing great causes,” says Hendricks. “The desired outcomes were apparent—to increase awareness, volunteerism, and donations that result in meaningful change for those in need.”

Students worked in teams to identify and research multiple Fairfax-based charities they were passionate about supporting. Once identified, each team collaboratively wrote a proposal to a senior leader within the organization to persuade them to partner. The proposal included how their team core values and goals aligned with the charitable organization's mission and needs, as well as the benefits (raising awareness, volunteerism, and donations) of holding the event.

Once all four charities—Dulles South Soup Kitchen, Lucky Dog Animal Rescue, Food for Others, and Britepaths—said YES, the event planning and management part of the project began to ensure they executed them successfully. Each team worked directly with a charity point of contact to handle tasks including venue selection and logistics, outreach to corporate sponsors, and identifying attendees to include current students, faculty, staff, and alumni from George Mason as well as key community members.

“The Humanitarian Happy Hour events were designed to bring together individuals with similar interests and ideals in a social forum to learn about and potentially get involved with charitable organizations championing great causes."
—Gretchen Hendricks, senior instructor of business foundations

“I was inspired by the Humanitarian Happy Hours,” said Christine Landoll, BS Accounting ’89, MS Taxation ’92, director of business engagement at Costello. “This idea is so aligned with who Gretchen Hendricks and Costello are: bold, community driven, and rooted in purpose. Each event, sponsored by local partners and spotlighting a nonprofit, empowered students to step outside their comfort zones, grow professionally, and lead with kindness. At George Mason, we’re All Together Different—and Gretchen’s class showed how by immediately stepping up to give back and help others move forward.”

This section of BUS 303 is just one of the many experiential learning opportunities at Costello that prepare students for successful careers. Programs like the Patriot Pitch Competition, Career Takeover Days with our corporate partners, the Montano Student Investment Fund, Costello Fellows on Wall Street, Students Run the Show with Mason Athletics, Impact Fellows, the Honey Bee Initiative, and others—have given students a distinct advantage over other candidates in a very competitive job market.

“Participating in the Humanitarian Happy Hour event was one of the most rewarding experiences I have been through during my time in the Costello College of Business,” says Grant Goodson, a senior business management student who served as a team leader. “From hurdling unexpected obstacles to coordinating timelines and tasks, these skills haven’t just been tested but have grown. Seeing the team’s hard work come together in an impactful way and witnessing the difference we made for Food for Others doing life changing work in our community was immensely fulfilling. I also learned how effective leadership and collaboration can turn a couple of ideas into something with real, tangible impact in the community.”

Students fundraising at Britepaths Humanitarian Happy Hour

In the continued spirit of keeping it local, four Fairfax restaurants—Honor Brewing Kitchen, Velocity Wings, Oh George!, and Banditos Tacos and Tequila—were targeted as locations for each happy hour. And in the spirit of charitable giving, they all hosted the events at no cost.

While the events raised an incredible $3,910 in donations for the four charities, the real win was the power of connection. Each event hosted a mixture of current students, staff, faculty, and alumni, as well as representatives from the charities and other members of the community, including many student family members.

“The thing I enjoyed the most was the people,” says Honors College student Adam Miller, a rising sophomore with a concentration in business management. “I met so many wonderful students, faculty, and people outside of George Mason that were not only good connections to have, but also kind and genuine people to talk to and get to know.”

“One of the best parts about being a professor is spending time with students, says Steve Pilloff, instructional professor of finance at Costello. “And the happy hour events allowed me to do that in an environment that was fun, involved a good cause, and where the students could demonstrate the wonderful work they did to successfully pull off the events.”

“Food for Others appreciated having the opportunity to work with Costello College of Business students on their Humanitarian Happy Hour,” says Hannah Brockway, development manager for Food for Others. “The care and intention the students put into researching Food for Others, our impact, and how to best contribute was apparent throughout the semester. Students were able to connect, both with their George Mason neighbors and the greater community, while contributing to a food secure future in Fairfax, Virginia.”

Corporate sponsors also supported each Humanitarian Happy Hour including Angel Tips, Good Neighbor Exterior Services, TFA Soft Skills, Thompson Greenspon, and VLP Financial Advisors.

Dan Lash, BS Economics ’97, partner and advisor with VLP Financial Advisors, says serving as a corporate sponsor “allowed VLP to continue our support of the University with a broader focus on assisting the community.”

“Participating in the Humanitarian Happy Hour event was one of the most rewarding experiences I have been through during my time in the Costello College of Business."
—Grant Goodson, a senior business management student

Hendricks considers a project such as this an extension of her involvement with Mason Chooses Kindness, also supported by the Costello College of Business at large.

“What I enjoyed most was seeing the ways the George Mason community upholds the pillars of Mason Chooses Kindness: education and awareness, positive connections, sense of belonging, courageous advocacy, compassion, and well-being,” says Zareena Khan, assistant director of student well-being programs. “It reminded me that connecting intentionally with one another and giving back to our communities are simple but impactful ways that we can enrich our lives and the lives of others.”

Hendricks is not new to using her class to bring good to the world. In 2022, her BUS 303 students designed and pitched a socially conscious networking site offering personalized acts of kindness called ThreeWishes.

“Our students value experiential learning and appreciate the opportunity to develop job-related skills,” says Cindy Parker, BS Psychology ’92, MS Industrial/Organizational Psychology ’94, PhD ’98, instructional professor of management, director of faculty success, and Leidos Corporate Partner Faculty Fellow at Costello. “This type of semester-long project allows students to not only develop critical teamwork and project management skills but also provides them with insight into how business can—and should—contribute to society.”

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Accounting alum elevates talent and culture at KPMG

Katelynn C Hipolito — Mon, 03 Nov 2025 15:57:31 +0000

Accounting alum elevates talent and culture at KPMG Katelynn C Hipolito Mon, 11/03/2025 - 10:57

Growing up in southern Virginia, Sandy Torchia, BS Accounting ’93, discovered her passion for accounting early. During high school, she realized that hard work in the field could not only open doors to exciting opportunities but also to a fulfilling career.

Sandy Torchia. Photo by KPMG

As the first in her family to attend college, she chose �� because it checked a multitude of boxes for her, including its academic rigor, location in vibrant Fairfax, Virginia, and proximity to Washington, D.C. Four years later, she graduated from the Costello College of Business with an even deeper appreciation for the learning environment that shaped her educational and professional journey.

“My parents taught me to put in the work and dream big,” Torchia says. “Graduating from George Mason was accomplishing one of those dreams for myself, and also for them.”

Torchia attributes her current position as vice chair of talent and culture at KPMG to the education she received at Costello, which equipped her with a strong business foundation and a comprehensive expertise in accounting. She states that these skills are critical to her and her organization’s success as they drive the firm’s talent strategy, positioning KPMG to attract, develop, and retain the best talent.

Her work—leading KPMG into the future—puts her focus on the firm’s employees and partners and how they experience the firm. And like her passion for accounting, she also has a passion for people—she states it’s one of the main reasons she’s stayed at KPMG for more than 28 years. “I love the people I work with,” she says.

Among Torchia’s most impactful experiences at Costello was helping found George Mason’s chapter of Delta Sigma Pi, one of the largest co-educational professional business fraternities in the country. Establishing and leading the chapter honed skills she has continued to use throughout her career, including relationship management, public speaking, and negotiation. Those came in handy as the work required her to coordinate with other universities and organizations at George Mason.

She’s proud to not only have co-founded the chapter but to be part of the chapter’s first graduating class too. Torchia encourages Costello students to get involved in special projects and extracurriculars like Delta Sigma Pi. "Whenever and wherever you can, take advantage of opportunities to develop and elevate your skills, including those beyond the classroom,” she says. “Whether it's a formal program like a business fraternity or an informal mentorship, seeking new experiences or training will always add value."

"Whenever and wherever you can, take advantage of opportunities to develop and elevate your skills, including those beyond the classroom. Whether it's a formal program like a business fraternity or an informal mentorship, seeking new experiences or training will always add value."

—Sandy Torchia, BS Accounting ’93

Of course, her drive extended to the classroom as well. “Sandy was a student in one of the first accounting classes I taught at ��, and she remains every professor’s model success story,” says Janet Faughnan, senior instructor of accounting at the Costello College of Business. “The technical accounting knowledge and interpersonal skills Sandy developed through her dedication to her studies at George Mason have been refined and perfected throughout her professional career.”

Sandy Torchia’s journey from a first-generation college student to management committee member at KPMG is a testament to the impact of education, leadership, and innovation. Her time at the Costello College of Business not only equipped her with academic and technical expertise but also inspired her to build something lasting—like George Mason’s Delta Sigma Pi chapter—that continues to benefit students today. As she leads KPMG's talent strategy, Torchia can call back to those academic and leadership experiences as a strong foundation, equipping her with the right skills for fostering environments that encourage new ideas to excel and people to thrive.

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How consumers react when they feel ‘betrayed’ by a brand

Katelynn C Hipolito — Mon, 03 Nov 2025 14:52:41 +0000

How consumers react when they feel ‘betrayed’ by a brand Katelynn C Hipolito Mon, 11/03/2025 - 09:52

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

We all know what it’s like to discover—either gradually or all at once—someone else’s insincerity. Jessica Hoppner and Russell Abratt, marketing professors at the Donald G. Costello College of Business at ��, have found that an encounter with an inauthentic brand produces much the same effect.

Jessica Hoppner. Photo by ��.

“Authenticity is defined within the context of the brand-consumer relationship,” Hoppner says. In other words, it’s in the eye of the beholder—or in this case, the consumer. Inauthenticity occurs when a brand behaves in a way that appears to go against its perceived core values, or the consumer’s baseline expectations for that particular brand.

“This kind of inauthenticity causes problems for brand managers because for each person it’s a little bit different, and that makes it really hard to navigate,” Hoppner says.

In their recently published paper in the Journal of Product & Brand Management, Hoppner and Abratt trace the emotional cause-and-effect of brand inauthenticity, offering rare insight into this slippery phenomenon.

The paper was co-authored by Ryan White of Winona State University.

The researchers recruited 218 survey participants using Amazon’s Mechanical Turk platform. Respondents were asked to write about an experience of brand inauthenticity and answer a series of questions about that experience and steps they took afterward. The results were analyzed in light of concepts drawn from psychological research, such as appraisal theory and balance theory.

Surprisingly, participants named a wide range of brands (156 in all), only 25.2 percent of which appeared on Interbrand’s Top 100 Best Global Brands List. “It covered large brands, small brands, all different sectors,” says Hoppner. “It’s not constrained to consumer products or the brands that we would normally think about.”

The survey responses showed that customers experienced brand inauthenticity as a betrayal of sorts, with emotional implications comparable to those of human-to-human betrayal.

Brand inauthenticity triggered a complex mix of emotional responses in consumers. Anger, anxiety, and disappointment were the principal motifs across the sample, but individual reactions could include one, two, or even all three. The strength of reactive emotions varied according to the perceived severity of the betrayal.

Further, the researchers found that the three main emotional responses led to different behaviors in consumers.

Abratt and Hoppner describe anger as a “hot emotion,” causing consumers to lash out at brands deemed inauthentic, through retaliation, complaints, and withdrawal of loyalty.

Anxiety inspired a less accusatory and more questioning response, as consumers groped for the deeper truth about this apparently two-faced brand. “Anxiety is very ambiguous,” Hoppner says. “When we’re anxious, it’s often because we don’t really know what happened, why it happened, who’s to blame, etc.” Consumers made anxious by brand inauthenticity actually increased their loyalty to the brand, and sought out more information to resolve the ambiguity.

Finally, disappointment led consumers to lapse into a self-protective passivity. Their central concern became not closure or redress, but rather avoiding further disappointment by turning their back on the offending brand.

Russell Abratt. Photo by ��.

Abratt and Hoppner advise brand managers to think twice before launching a rote response in hopes of winning back consumers alienated by perceived inauthenticity. Anger and anxiety show up very differently, and disappointment may not show up at all in any conventionally measurable way. When addressing inauthenticity after the fact, a brand’s best bet may be to ask questions and listen closely before attempting to fix the problem.

Of course, the ideal approach would be to avoid being seen as inauthentic in the first place. That would mean understanding the actual relationships consumers have with the brand, which may differ from how managers view the brand’s value proposition. It may also entail intentional, proactive reshaping of those relationships.

“I think the real issue for firms is to understand who they are,” Abratt says. “In other words, brands have to talk about their identity. And once they have figured that one out, they have to have training amongst their employees and say, ‘this is what we stand for. This is what we do.’ Communicate that to your markets and your community, and make sure that you allow the community and customers to talk back with you.”

“I think the real issue for firms is to understand who they are,” Abratt says. “In other words, brands have to talk about their identity. And once they have figured that one out, they have to have training amongst their employees and say, ‘this is what we stand for. This is what we do.’ Communicate that to your markets and your community, and make sure that you allow the community and customers to talk back with you.”

— Russell Abratt, marketing professor at the Donald G. Costello College of Business at ��

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Costello hosts first AI Symposium

Katelynn C Hipolito — Tue, 28 Oct 2025 16:30:55 +0000

Costello hosts first AI Symposium Katelynn C Hipolito Tue, 10/28/2025 - 12:30

On Wednesday, October 22, the Costello College of Business at �� welcomed students and members of the local business community to its first-ever Artificial Intelligence Symposium, held on the Fairfax Campus. Sponsored by NABA and Deloitte, the event featured two dynamic panel discussions focused on the evolving role of artificial intelligence in the workforce.

(Left to Right) Dean Ajay Vinzé, Patrick Soleymani, BS ’07, MBA ’09, Cheryl Druehl, Tasha Austin-Williams, James Suh, Amarda Shehu, Rajiv Shenoy, Guylaine Sainte Juste, BA ’94. Photo by Hannah Patterson/Costello College of Business.

As the lights dimmed, attendees were greeted by an AI-generated voice, setting the tone for the evening: “The future isn’t written by algorithms. It’s co-authored by people bold enough to lead them.”

Following the introduction, Patrick Soleymani, BS Management ’07, MBA ’09, associate dean for outreach and strategic engagement and emcee for the evening, framed the significance of the event. “Artificial intelligence is no longer an emerging concept—it's a transformative force shaping every industry, discipline, and leadership decision,” he said. “Tonight’s program brings together leading voices from academia and industry to discuss how AI is changing the way we work, learn, and lead.”

“Artificial intelligence is no longer an emerging concept—it's a transformative force shaping every industry, discipline, and leadership decision.”

— Patrick Soleymani, BS Management ‘07, MBA ‘09, associate dean for outreach and strategic engagement

The first panel focused on the technological implications of AI. Moderated by Cheryl Druehl, senior associate dean for faculty affairs and research, the discussion featured Rajiv Shenoy, partner and associate director at Boston Consulting Group; and James Suh, CTO/CIO of NABA, Inc. and CEO and co-founder of Nashville Analytics, LLC. Both Shenoy and Suh emphasized the importance of analyzing threats, challenges, and opportunities within the organization that AI would be addressing. “AI can’t compete with human creativity,” said Shenoy. However, he said, using AI is critical to upskilling, and those unwilling to embrace the technology will eventually be replaced. Suh shared that at NABA they strive to hire hyper curious employees.

“Now we turn our focus to the people, policy, and leadership implications of AI adoption,” said Ajay Vinzé, dean of the Costello College of Business, who moderated the second panel that featured Tasha Austin-Williams, principal at Deloitte; Guylaine Sainte Juste, BA International Relations ’94, president and CEO, NABA Inc.; and Amarda Shehu, inaugural vice president and chief AI officer, ��. Acknowledging that one person cannot be an expert at everything, Sainte Juste noted, “This technology will move us from a world of expertise to a world of adaptability.” Shehu shared that George Mason has worked closely with students, faculty, and staff to provide access to AI tools in a secure and user-friendly environment, with a strong emphasis on innovative curriculum development.

The message of the evening was clear: The era of AI is here. Now is the time to embrace this transformative technology and integrate it into skillsets, leadership strategies, and educational frameworks. “Whether you’re in academia, business, or government, the future of AI requires bold thinking, inclusive design, and ongoing collaboration,” Soleymani said in closing. The Costello College of Business is committed to convening thought leaders and equipping students and faculty with the tools to not only keep pace with AI—but to lead with it.

(Left to Right) Rajiv Shenoy, Amarda Shehu, Dean Ajay Vinzé, Tasha Austin-Williams, Julia Coulter, Patrick Soleymani, Guylaine Sainte Juste, Cheryl Druehl, James Suh. Photo by Hannah Patterson/Costello College of Business.

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The hidden cost of environmental policy uncertainty

Katelynn C Hipolito — Tue, 21 Oct 2025 15:30:50 +0000

The hidden cost of environmental policy uncertainty Katelynn C Hipolito Tue, 10/21/2025 - 11:30

Air quality standards do more than reduce pollution for noncompliant counties; they increase the cost of funding public infrastructure like schools, hospitals, and roads.

Air pollution regulations are meant to protect public health, but new evidence shows they also carry an unexpected cost: higher interest rates on the bonds counties issue to fund schools, hospitals, and infrastructure. When a county falls out of compliance with federal ozone standards, borrowing becomes expensive. The result is that the municipality faces higher costs to fund public infrastructure like schools, hospitals, and roads.

Stephen A. Karolyi

That is the central finding of a study published in Management Science, authored by Stephen A. Karolyi, a finance professor at Costello College of Business at ��, and co-authors Akshaya Jha and Nicholas Z. Muller of Carnegie Mellon University.

The study focuses on how the municipal bond market responds to the Clean Air Act, which sets thresholds for pollutants like ozone. The official term for exceeding the threshold for ozone pollution is “nonattainment.”

“If your county is not compliant with this federal standard, then there are repercussions. You have to create a plan to get back in attainment,” explains Karolyi. Prior work has shown how these federal standards generate significant health benefits relative to these compliance costs.

But for investors in municipal bonds, this raises two concerns: higher default risk due to strained county finances, and uncertainty about how regulations will evolve.

The researchers focused on two critical types of announcements. First is when the EPA proposes and finalizes new ozone standards. Second is when the EPA releases its annual designations of which counties are in or out of attainment. Together, these announcements create information shocks that allow researchers to track how bond markets update their expectations. The team measured changes in municipal bond yields surrounding the two types of announcements, analyzing more than 140 million trades between 2005 and 2019.

“Because municipal bond investors dislike uncertainty, one implication would be that policymakers should be concerned not only with the level of air quality standards, but also uncertainty over changes in air quality standards.”
—Stephen A. Karolyi, associate professor of finance

The results reveal a consistent pattern. When new standards were proposed, yields rose by one to four percent, reflecting an increase in uncertainty perceived by investors. Once the final standard was announced, the estimated yields fell by about 0.5 to 1.3 percent, due to a corresponding decrease in uncertainty. When analyzing the annual compliance announcements, the authors found that counties that slipped into nonattainment experienced an increase in yields of nearly one percent, compared to counties that maintained their status or newly achieved attainment.

“Being non-compliant means that you’ll have to create and execute abatement plans, which bondholders expect to be costly,” explains Karolyi. Those expectations push yields higher, which makes it more expensive for counties to fund public infrastructure projects and services, though the current study does not explore all possible channels that are impacted.

The research shows that these expectations are well-founded. Karolyi explains, “When the bond market reacts more negatively to annual compliance announcements, we see larger decreases in house prices over the subsequent years. That’s consistent with the perceived cost of getting back into attainment. As a county, in order to get into attainment, one approach may be to restrict output, which may mean less employment and consequently a decrease in house prices.”

The implications are wide-ranging. For policymakers and local leaders, the findings underscore that environmental regulations also have repercussions for public finance. For investors, the findings highlight how traditionally safe assets like municipal bonds are sensitive to environmental policy risk.

Looking ahead, the researchers plan to extend their work to other areas where environmental rules intersect with local finance. Commercial real estate, for example, is an emerging area of interest as cities experiment with new sustainability requirements.

By examining how financial markets respond to environmental regulation, the team hopes to shed light on the hidden economic tradeoffs and potential unintended consequences of well-intentioned policies. To be sure, prior work has documented that more stringent air quality standards have generated billions of dollars in public health improvements. According to Karolyi, a key contribution of this paper is to show that these benefits come about in part due to investors anticipating the effects of standards and the costs of noncompliance.

“Because municipal bond investors dislike uncertainty, one implication would be that policymakers should be concerned not only with the level of air quality standards, but also uncertainty over changes in air quality standards,” Karolyi says.

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Career Influencers Network guides career-ready students toward success

Lauren Reuscher — Thu, 09 Oct 2025 14:05:36 +0000

Career Influencers Network guides career-ready students toward success Lauren Reuscher Thu, 10/09/2025 - 10:05

The Career Influencers Network at �� empowers faculty and staff to provide career development support to students throughout their academic journey. The network is open to instructors, advisors, success coaches, supervisors, and any others across campus who are positioned to help students achieve their professional goals.

University Career Services hosted a reception in early October honoring the network’s 10th anniversary. The network started in 2015 with 19 members, and it has now grown to include more than 500 faculty and staff.

Photo by Ron Aira/Office of University Branding

The network exemplifies George Mason’s approach to preparing career-ready graduates.

“The Career Influencers Network was the beginning of a ‘career ecosystem’ or ‘career everywhere’ approach,” said Saskia Campbell, executive director of University Career Services. “Preparing career-ready graduates is not confined to one office; it’s a shared responsibility of every faculty and staff member.”

The Carnegie Foundation and American Council on Education (ACE) has named George Mason to the highest tier of its list of Opportunity Colleges and Universities: Higher Access, Higher Earnings, in recognition of the university’s commitment to accessibility, return on investment, and upward mobility. Positive, high-earning career outcomes contribute to that recognition.

Career Influencers offer students job-search advice, refer them to career advising, promote employer recruitment efforts at George Mason, and share career resources with students.

“Campus partners have helped students connect the dots between their academic experiences or on-campus jobs and their professional futures—and that is transformative,” Campbell said.

The Career Influencers Network has garnered national attention—other institutions reach out for guidance to replicate its success on their own campuses. George Mason’s network has been highlighted by organizations supporting career services in higher education, including the American Association of State Colleges and Universities.

The network’s ability to reach students wherever they are has been instrumental to its success.

“It's a common challenge many career services offices face: how to serve a large student population with limited staff and resources,” said Kristin Leonato, associate director of programs and outreach in University Career Services. “Utilizing career services is optional and not a required part of a degree program. The network allows us to connect with campus partners who students already know and trust.”

To join the network, faculty and staff participate in an interactive, 4.5-hour training covering topics like career readiness, how employers recruit George Mason students, and strategies to support students at various stages of their career development.

Engagement with the network does not end with the initial training. Career Influencers receive ongoing support from University Career Services, including workshops on related topics and monthly updates on career-related events and services.

The 10th anniversary event included words of appreciation from Campbell and Rose Pascarell, vice president of University Life, who presented two awards recognizing faculty and staff contributions to the Career Influencers Network.

Erin McSherry, College of Humanities and Social Sciences (pictured at left), received the Star Recruiter Award for having referred the most new members to the Career Influencers Network. Pictured at right is Kristin Leonato, associate director, University Career Services. Photo provided

Erin McSherry, assistant dean in the College of Humanities and Social Sciences (CHSS), received the Star Recruiter Award for having referred the most new members to the network. About 50% of the faculty and staff in the network are referred by a colleague or supervisor.

Larry Guerin, adjunct faculty in the Criminology, Law, and Society Department within CHSS and the Costello College of Business, received the Outstanding Influencer Award for demonstrating the impact career influencers can make on students’ personal and professional lives.

“It takes a strong network of committed professionals to support students in achieving their short-term and long-term professional goals in a wide range of career fields,” said Leonato. “The more than 500 faculty and staff in the Career Influencers Network are an important part of this work.”

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