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The researchers studied motivating factors of Latinas studying at a university extended campus. Using mixed-methods, the following research question was investigated: What cultural, familial, and financial factors motivate Latinas to pursue a bachelor's degree at a rural border extended campus? Study participants were Latina family studies students attending an extended campus of a university within a southwestern rural border community. Findings yielded familial factors to have the greatest impact on motivations, followed by financial factors. [ABSTRACT FROM AUTHOR]