The role of assertiveness in portfolio risk and financial risk tolerance

John Gilliam, Mayukh Dass, Dorothy Durband, Vickie Hampton

Research output: Contribution to journalArticlepeer-review


The financial risk tolerance of married couples was examined in order to determine if assertiveness impacted their financial decisions. Education, gender, asset ownership, relative income, and the wife’s cohort were considered to ascertain the possible influence of these factors on a couple’s assertiveness. Data were obtained from 110 couples using the Path 6 Profile and the Couples’ Risk Tolerance Questionnaire. Although asset ownership and the wife’s cohort affected the couple’s assertiveness, assertiveness itself did not notably impact their combined financial or portfolio risk tolerance. However, wife’s assertiveness did show a positive correlation with couple’s mean age and a negative correlation with husband’s income. Implications include communication strategies for couples when the wife was born between 1946 - 1967, has earned an advanced degree, and has had significant financial contribution to the family.
Original languageEnglish
Pages (from-to)53-67
JournalFinancial Counseling and Planning
StatePublished - Jul 2010


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