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
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Education, Training, & Certifications
- Ph.D., University of Maryland, College Park 2013
- B.S., University of Pennsylvania 2008
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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
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In the News
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SEP 21, 2021 Office of Faculty Advancement -
AUG 30, 2021 Fuqua School of Business -
APR 25, 2019 Fuqua School of Business -
MAY 5, 2017 Fuqua School of Business -
JAN 9, 2017 -
JUN 9, 2016 -
JUN 9, 2016 Duke Today -
DEC 28, 2015 The News & Observer -
DEC 22, 2015 New York Magazine -
DEC 22, 2015 CityLab -
DEC 22, 2015 CityLab -
DEC 21, 2015 -
DEC 21, 2015 Duke Today -
MAR 6, 2015 The New York Times -
FEB 27, 2015 New York Magazine -
JAN 12, 2015
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- Publications & Artistic Works
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Selected Publications
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Academic Articles
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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- Teaching & Mentoring
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Recent Courses
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