Jordan F Etkin | Scholars@Duke

Jordan F Etkin
Associate Professor of Business Administration

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, Fuqua School of Business, Duke University 2020

Contact Information

Background
Education, Training, & Certifications
- Ph.D., University of Maryland, College Park 2013
- B.S., University of Pennsylvania 2008
Previous Appointments & Affiliations
- Associate Professor of Business Adminstration, Fuqua School of Business, Duke University 2017 - 2020
- Assistant Professor of Business Administration, Fuqua School of Business, Duke University 2013 - 2017
Recognition
In the News
- SEP 21, 2021 Office of Faculty Advancement
  
  Meet the Newly Tenured Faculty of 2021
- AUG 30, 2021 Fuqua School of Business
  
  Want to Spend Less Time Online? Time Limits Might Backfire.
- APR 25, 2019 Fuqua School of Business
  
  Variety Is the Spice of Life, But Mostly Later in the Day
- MAY 5, 2017 Fuqua School of Business
  
  Why Leading Late in the Game Can Be Dangerous to Teams
- JAN 9, 2017
  
  How Much Excitement Do You Want From Your Relationship?
- JUN 9, 2016
  
  Variety not Always the Spice of Life, Research Finds
- JUN 9, 2016 Duke Today
  
  Variety not Always the Spice of Life, Research Finds
- DEC 28, 2015 The News & Observer
  
  Column: New Year’s resolution -- don’t sweat the sweat
- DEC 22, 2015 New York Magazine
  
  Fitness trackers mostly just remind you that working out is not that fun
- DEC 22, 2015 CityLab
  
  Jordan Etkin: When does wearing a fitness tracker do more harm than good?
- DEC 22, 2015 CityLab
  
  Jordan Etkin: When does wearing a fitness tracker do more harm than good?
- DEC 21, 2015
  
  Why Counting Your Steps Could Make You Unhappier
- DEC 21, 2015 Duke Today
  
  Why Counting Your Steps Could Make You Unhappier
- MAR 6, 2015 The New York Times
  
  Jordan Etkin, co-authors: How to find more time
- FEB 27, 2015 New York Magazine
  
  Jordan Etkin: Two easy ways to feel like you have more time
- JAN 12, 2015
  
  When Goals Seem At Odds, You Might Have More Time Than You Think
Publications & Artistic Works
Selected Publications
- Academic Articles
  - Etkin, J., and S. A. Memmi. “Goal Conflict Encourages Work and Discourages Leisure.” Journal of Consumer Research 47, no. 5 (February 1, 2021): 716–36. https://doi.org/10.1093/jcr/ucaa019.
    Full Text
  - Hagen, L., K. Uetake, N. Yang, B. Bollinger, A. J. B. Chaney, D. Dzyabura, J. Etkin, et al. “How can machine learning aid behavioral marketing research?” Marketing Letters 31, no. 4 (December 1, 2020): 361–70. https://doi.org/10.1007/s11002-020-09535-7.
    Full Text
  - Rifkin, J. R., and J. Etkin. “Variety in Self-Expression Undermines Self-Continuity.” Journal of Consumer Research 46, no. 4 (December 1, 2019): 725–49. https://doi.org/10.1093/jcr/ucz016.
    Full Text
  - Gullo, K., J. Berger, J. Etkin, and B. Bollinger. “Does time of day affect variety-seeking?” Journal of Consumer Research 46, no. 1 (June 1, 2019): 20–35. https://doi.org/10.1093/jcr/ucy061.
    Full Text
  - Etkin, Jordan. “Time in relation to goals.” Current Opinion in Psychology 26 (April 2019): 32–36. https://doi.org/10.1016/j.copsyc.2018.04.013.
    Full Text
  - Etkin, J., and J. Laran. “Restricting choice freedom reduces post-choice goal disengagement.” Journal of the Association for Consumer Research 4, no. 1 (January 1, 2019): 36–46. https://doi.org/10.1086/701450.
    Full Text
  - Etkin, J., and A. P. Ghosh. “When Being in a Positive Mood Increases Choice Deferral.” Journal of Consumer Research 45, no. 1 (June 1, 2018): 208–25. https://doi.org/10.1093/jcr/ucx121.
    Full Text
  - Wallace, S. G., and J. Etkin. “How goal specificity shapes motivation: A reference points perspective.” Journal of Consumer Research 44, no. 5 (February 1, 2018): 1033–51. https://doi.org/10.1093/jcr/ucx082.
    Full Text
  - Huang, Szu-Chi, Jordan Etkin, and Liyin Jin. “How winning changes motivation in multiphase competitions.” Journal of Personality and Social Psychology 112, no. 6 (June 2017): 813–37. https://doi.org/10.1037/pspa0000082.
    Full Text
  - Etkin, J. “Choosing variety for joint consumption.” Journal of Marketing Research 53, no. 6 (December 1, 2016): 1019–33. https://doi.org/10.1509/jmr.14.0209.
    Full Text
  - Etkin, J., and C. Mogilner. “Does variety among activities increase happiness?” Journal of Consumer Research 43, no. 2 (August 1, 2016): 210–29. https://doi.org/10.1093/jcr/ucw021.
    Full Text
  - Etkin, J. “The hidden cost of personal quantification.” Journal of Consumer Research 42, no. 6 (April 19, 2016): 967–84. https://doi.org/10.1093/jcr/ucv095.
    Full Text
  - Etkin, J., and A. Sela. “How experience variety shapes postpurchase product evaluation.” Journal of Marketing Research 53, no. 1 (February 1, 2016): 77–90. https://doi.org/10.1509/jmr.14.0175.
    Full Text
  - Etkin, J., I. Evangelidis, and J. Aaker. “Pressed for time? Goal conflict shapes how time is perceived, spent, and valued.” Journal of Marketing Research 52, no. 3 (June 1, 2015): 394–406. https://doi.org/10.1509/jmr.14.0130.
    Full Text
  - Pocheptsova, A., F. E. Petersen, and J. Etkin. “Two birds, one stone? Positive mood makes products seem less useful for multiple-goal pursuit.” Journal of Consumer Psychology 25, no. 2 (January 1, 2015): 296–303. https://doi.org/10.1016/j.jcps.2014.11.001.
    Full Text
  - Etkin, J., and R. K. Ratner. “Goal pursuit, now and later: Temporal compatibility of different versus similar means.” Journal of Consumer Research 39, no. 5 (February 1, 2013): 1085–99. https://doi.org/10.1086/667203.
    Full Text
  - Etkin, J., and R. K. Ratner. “The dynamic impact of variety among means on motivation.” Journal of Consumer Research 38, no. 6 (April 1, 2012): 1076–92. https://doi.org/10.1086/661229.
    Full Text
  - Kopetz, C. E., A. W. Kruglanski, Z. G. Arens, J. Etkin, and H. M. Johnson. “The dynamics of consumer behavior: A goal systemic perspective.” Journal of Consumer Psychology 22, no. 2 (April 1, 2012): 208–23. https://doi.org/10.1016/j.jcps.2011.03.001.
    Full Text
  - Etkin, J., F. Espinoza, and A. Pocheptsova. “Clouds on a sunny day: The downside of positive mood for goal pursuit.” Advances in Consumer Research 38 (January 1, 2012): 84.
Teaching & Mentoring
Recent Courses
- BA 990S: Special Topics 2022
- MARKETNG 795: Marketing Management 2022
- MARKETNG 795: Marketing Management 2021

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Education, Training, & Certifications

Previous Appointments & Affiliations

In the News

Selected Publications

Academic Articles

Recent Courses