By working through this case, students will learn to evaluate and apply Klontz money scripts influencing financial behavior; critique and justify the role of filial piety in financial decision-making; design and defend culturally responsive advisory strategies; evaluate and integrate financial behaviors across cultural contexts; and create and validate metrics for financial, emotional and behavioral progress.
This case study examines how deeply ingrained emotional narratives, particularly money scripts and cultural obligations such as filial piety, can profoundly influence financial behavior. While framed within a financial advisory setting, it reaches far beyond balance sheets and budgets. It invites students to explore how psychological, familial and cultural beliefs intersect in the context of financial planning. The protagonist, a young working professional, presents a relatable dilemma: earning well, spending often and saving little, yet cannot understand why. This case encourages a broader reflection on the emotional undercurrents of financial decisions, especially in contexts where family and identity are tightly intertwined. This case study explores the emotional and cultural underpinnings of personal financial behavior through the story of Radhika Ahuja, a young professional navigating conflicting demands between her financial autonomy and familial obligations. Although Ahuja earns a respectable salary, she struggles with saving, budgeting and financial planning. Her financial decisions are influenced by deep-rooted money beliefs (or money scripts) and cultural expectations of filial piety. Through the lens of her financial advisor, Karan Malhotra, the case invites students to understand how advisors can craft behaviorally informed and culturally respectful financial plans.
This case is ideally suited for Master of Business Administration students enrolled in elective courses such as behavioral finance, personal finance and wealth management. This case is also appropriate for final-year under graduate students. It offers a rich, interdisciplinary learning experience that combines financial planning with psychology and cultural studies.
CSS1: Accounting and Finance.
