Jordan Etkin


Associate Professor

Academic Area: Marketing
Phone Number: +1.919.660.7855

Teaching / Research Interests

motivation, time, goals, personal quantification, judgment and decision making

Mailing Information

Duke University: The Fuqua School of Business
100 Fuqua Drive
Durham, NC 27708


Jordan Etkin is an Associate Professor of Marketing at Duke University’s Fuqua School of Business. Jordan studies goals—how people set them and pursue them, and their effects on motivation, performance, and well-being. Her research tackles questions like, how does motivation to pursue a goal change over time, how does the way goals are structured impact their pursuit, how does perceiving conflict between goals affect people’s judgements and behavior, and how do goals shape personal resource expenditures (e.g., of time) and vice versa. Other interests include the unintended consequences of quantifying and tracking aspects of our behavior (e.g., counting steps or tracking screen time).

Jordan’s research is published in top-tier academic journals, including Journal of Consumer Research, Journal of Marketing Research, and Journal of Personality and Social Psychology. Her work has also received coverage in prominent popular press outlets, such as the New York Times, BBC, Huffington Post, The Atlantic, Fast Company, and Business Insider.

Jordan received her PhD in 2013 and teaches the Marketing Core class to FY Daytime MBA students at Fuqua.