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Jordan F Etkin

Associate Professor of Business Administration
Fuqua School of Business

Overview


Jordan Etkin is an Associate Professor of Marketing at Duke University’s Fuqua School of Business. Jordan’s research centers on consumer motivation, variety, time, and the intersections between them. Her work has appeared in top consumer behavior research outlets, including the Journal of Consumer Research and the Journal of Marketing Research, as well as popular media outlets, such as the New York Times, the Atlantic, and the Huffington Post. Jordan received her Ph.D. in Marketing from the University of Maryland. She teaches Marketing Intelligence to Masters of Management Studies and MBA students at Fuqua.

Current Appointments & Affiliations


Associate Professor of Business Administration · 2020 - Present Fuqua School of Business

In the News


Published September 21, 2021
Meet the Newly Tenured Faculty of 2021
Published August 30, 2021
Want to Spend Less Time Online? Time Limits Might Backfire.
Published April 25, 2019
Variety Is the Spice of Life, But Mostly Later in the Day

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Recent Publications


Range goals as dual reference points

Journal Article Organizational Behavior and Human Decision Processes · September 1, 2024 Goals are an important motivational tool, and goal setting plays a critical role in both the process and outcomes of goal pursuit. But while the literature on goal setting has largely focused on specific goals, emphasizing their benefits relative to “do yo ... Full text Cite

Perceiving greater variety among past conflicts with a focal goal reduces expected goal conflict.

Journal Article Journal of personality and social psychology · March 2024 Many important personal goals, such as health, career, finances, and social relationships, entail repeatedly performing the same (or similar) actions over time (e.g., to exercise daily or save money weekly). When pursuing such ongoing goals, people are lik ... Full text Cite

Variety among Means: Advancing Understanding of Equifinality in Goal Systems

Chapter · January 1, 2023 Goals are pursued through their means to attainment, where means refers to the products, services, and behaviors that people buy, choose, or otherwise enact to advance a focal goal. Most goals are associated with multiple means, together referred to as the ... Full text Cite
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Education, Training & Certifications


University of Maryland, College Park · 2013 Ph.D.
University of Pennsylvania · 2008 B.S.