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Financial knowledge is an essential component in financial decision making; however, knowledge is insufficient to ensure responsible financial behavior. We investigate the weak association between financial knowledge and behavior by simultaneously testing the roles financial knowledge, parental influence, and individual psychological characteristics (self-discipline and thoroughness) play in young adults' financial behaviors. Results from 2,712 respondents from the 1997 National Longitudinal Survey of Youth confirm there is a weak association between financial knowledge and behavior. Parental influence and self-discipline positively associate with responsible financial behavior. We also investigate the moderating role of gender and observe that financial knowledge and parental influence improve women's financial behavior more than men, whereas being thorough has a larger impact among males. These findings suggest that considering social and individual psychological factors in financial education programs could improve program efficiency. The results also highlight the importance of adopting tailored financial education to suit gender differences.Young adults face unprecedented obligations and complexity in today's financial environment. At the same time, low levels of financial literacy are widespread among American young adults (Lusardi, Mitchell, and Curto 2010;Mandell 2009;Manton et al. 2006). Aiming at improving young adults' financial literacy to make responsible financial decisions, policymakers and educators have initiated and promoted various programs focusing on financial knowledge delivery. The operating assumption is that increased levels of financial knowledge can lead to responsible financial management behavior.

With the goal to improve the effectiveness and impact of communication messages delivered by social marketers, this research focuses on understanding variables that may be relevant in developing effective social marketing messages for the substantive domain of disposable plastic bottled water consumption. The authors examine the affective states associated with different stages of consumer change related to wasteful repetitive consumption behavior (i.e., disposable plastic bottled water consumption). With two empirical studies, the authors identify guilt, hope, pride, and optimism as relevant triggers of increased intent to manage personal consumption in pursuit of a desirable social outcome (i.e., reduction of disposable plastic bottled water consumption). While guilt, hope, and pride are relevant self-referential emotions to initial stages of change (Study 1), optimism is a principal construct in motivating people to adopt and maintain the behavior over time (Study 2). These results have valuable theoretical and practical implications for social marketers and public policy makers.

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