Research suggests that farmers' economic behaviour and productivity is predicted by their personality traits (Austin, Deary, & Willock, 2001; Willock et al., 1999). Given cotton is a "highrisk" crop, the implications of this research are significant; yet, there is no body of research that discerns the key motivational factors of a cotton growers and farm employees. Knowledge of the motivational factors is needed to inform the development of a workforce strategy for cotton and to develop interventions that support growers. Toward that end, this paper provides an outline of a social cognitive model of cotton grower and employee motivations