Motivating Women to Adopt Positive Financial Behaviors

Document Type

Journal Article

Publication Date



life event barriers, financial education, family


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.