Dr. Jordan Etkin

Biography

Jordan Etkin is an Associate Professor of Marketing at Duke University's Fuqua School of Business. He studies goals—how people set them, pursue them, and their effects on motivation, performance, and overall well-being. His research tackles questions such as how motivation to pursue a goal changes over time, how the way goals are structured impacts their pursuit, and how the perception of conflicting goals affects people's judgments and behaviors. He also explores the unintended consequences of quantifying and tracking various aspects of behavior, such as counting steps or monitoring screen time. Jordan's work has been published in top-tier academic journals, including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Personality and Social Psychology. Furthermore, his research has garnered attention from several prominent popular press outlets, such as The New York Times, BBC, Huffington Post, The Atlantic, Fast Company, and Business Insider. Jordan received his PhD in 2013 and teaches the Marketing Core class for the Full-Time Daytime MBA students at Fuqua.

Research Interests