Jordan Etkin

Jordan Etkin is an Associate Professor of Marketing at Duke University’s Fuqua School of Business. Her research focuses on goals, including how people set and pursue them, and their effects on motivation, performance, and well-being. She explores questions such as how motivation to pursue a goal changes over time, how goal structure impacts their pursuit, and how perceiving conflict between goals affects judgments and behavior. Other interests include the unintended consequences of quantifying and tracking behavior, such as counting steps or tracking screen time. Her work has been published in top-tier academic journals, including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Personality and Social Psychology. Jordan received her PhD in 2013 and teaches the Marketing Core class to FY Daytime MBA students at Fuqua.

Jordan Etkin is an Associate Professor of Marketing at Duke University, focusing on understanding how goal dynamics and consumer behavior intersect. His research explores how goal conflict, variety in activities, and temporal factors influence motivation, time perception, and decision-making. Etkin's work examines the psychological mechanisms behind consumer choices, particularly in contexts involving multiple goals, self-expression, and postpurchase evaluation. His studies highlight the role of goal specificity, reference points, and the impact of mood on consumer behavior. By integrating insights from behavioral economics and psychology, Etkin contributes to the understanding of how individuals navigate complex decision environments.