Jordan Etkin

Associate Professor

Academic Areas: Marketing
Phone Number: +1.919.660.7855

Teaching / Research Interests

motivation and goal pursuit, variety, time

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’s research integrates prior work on goals, motivation, and variety to study consumer motivation and well-being. Her work has appeared in top consumer research outlets, including the Journal of Consumer Research and the Journal of Marketing Research, and popular press outlets, including the New York Times, Huffington Post, The Atlantic, Fast Company, and Business Insider. Current interests include (1) the dynamics of motivation, (2) the consequences of goal striving for decision-making and well-being, and (3) the role of variety in consumers’ lives. She received her Ph.D. in Marketing from the University of Maryland. Jordan teaches Marketing Intelligence to Masters and MBA students at Fuqua.