Motivating Women to Adopt Positive Financial Behaviors

16 Pages Posted: 20 Feb 2013

See all articles by Megan Rowley

Megan Rowley

Independent

Jean M. Lown

Utah State University - Emma Eccles Jones College of Education and Human Services

Kathleen Piercy

Utah State University - Department of Family, Consumer, and Human Development

Abstract

In a strengths-based study, 17 women ages 25 to 54 participated in focus groups to identify their motivations for positive financial behavior change. Performing a thematic analysis of data, evidence shows they progressed through the Transtheoretical Model stages of change. Emotion, family influence, and life transitions helped participants progress to the Action and Maintenance stages. Although participants utilized a wide variety of change strategies, motivations to change were either circumstantial, underlying, or both. Most participants used educational, social, or professional support to overcome setbacks. Optimism and using financial tricks were common strategies for successful change. Implications for policy and practice include tailoring marketing messages toward women experiencing life transitions and incorporating Transtheoretical Model concepts into financial education programs.

Keywords: finances, motivation, qualitative research, Transtheoretical model, women

Suggested Citation

Rowley, Megan and Lown, Jean M. and Piercy, Kathleen, Motivating Women to Adopt Positive Financial Behaviors. Journal of Financial Counseling and Planning, Vol. 23, No. 1, 2012, Available at SSRN: https://ssrn.com/abstract=2220862

Jean M. Lown

Utah State University - Emma Eccles Jones College of Education and Human Services ( email )

Logan, UT
United States

Kathleen Piercy

Utah State University - Department of Family, Consumer, and Human Development ( email )

Logan, UT 84322
United States

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