Assertiveness and Investment Risk of Married Couples

Personal Finance February 07, 2017 Print Friendly and PDF


Gilliam, J., Dass, M., Durband, D. B. & Hampton, V. (2010). The role of assertiveness in portfolio risk and financial risk tolerance among married couples. Journal of Financial Counseling and Planning 21 (1), pp. 53-67.

Brief Description:  Couples who were clients of financial planners were surveyed regarding their assertiveness, risk tolerance and investment portfolios. No relationship was found between assertiveness and risk tolerance or portfolio risk level. There was a positive relationship between wife’s proportion of asset holding (higher relative to that of her husband) and her assertiveness, compared to couples with equal ownership of assets.

Implications:  Financial planners/advisers and educators should be aware of the role that personality and behavioral traits play in financial planning and asset accumulation when working with couples regarding their goal setting and investing.

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This work is supported by the USDA National Institute of Food and Agriculture, New Technologies for Ag Extension project.