This study examines the factors associated with the choice of seeking help from a financial professional or non professional. It was found, using data from a sample of faculty and staff, that those who sought help from professional sources tended to have higher levels of financial risk tolerance and exhibit better financial behaviors. To a lesser extent, being a homeowner and having a high level of financial satisfaction were also associated with seeking the help of financial professionals. The results presented in this paper are conditional on those who decided to seek financial help before they choose an alternative help source. Key words: Help Seeking, Financial planners, Financial counseling, Help seeking framework

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