The validity and reliability of an instrument to assesses attitudes toward seeking financial counseling were evaluated. Content validity was affirmed by a jury of educators, counselors and researchers. Criterion-related validity was supported by comparing scores to three criterion questions. Construct validity was evaluated by examining the relationship between scores and gender and socioeconomic status. Factor analysis produced three factors: confidence/ willingness to seek help, stigma tolerance, and self-sufficiency. The scale had high internal consistency reliability. Counselors could use the Financial Counseling Attitude Scale to assess attitudes of clients to identify those needing additional reinforcement and encouragement. Educators could employ the instrument to enhance student self-understanding and to encourage discussion of financial issues between partners. Recommendations for further research and implications for marketing financial counseling are suggested. Key Words: attitudes, counseling, financial

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