Financial attitudes,beliefs and behaviours: differences by age

One of the essential skills that people must acquire to function in our society is the ability to deal with money. This skill and the information necessary to use it are acquired mainly during childhood. There has been little research on when and how children acquire knowledge of money and the economic system in general or the degree to which family influence carries over into consumption activities as adults.¹ Little is known about how family financial decisions are made, what age people get involved with money, what kind of financial activities they partake in, which socialization agents have the most important influence on people's money beliefs, and how much and how families communicate about finances. The question of how these patterns have changed over the years also needs to be addressed. The focus of the marketing research has been on purchasing activity and on the socialization of the child. There has been much less work on socialization at later stages in the life cycle.² Reference to money personalities are frequently made in financial planning materials as useful information to effectively communicate with clients. No studies have explored if people in reality identify with any of the suggested money personalities. Similarly, little is known about buying behaviours and how they have changed over years.