This research examined the moderating role of the financial crisis on the relationship between capital/motives and investment intentions. Human and social capital, nonfinancial resources, and all motives except financial success related positively to investment intention. Social capital and the motive for financial success related positively to investment intention only for those affected by the crisis in a negative way. The motives for independence and recognition related positively to investment intention only for those affected by the crisis in a positive way, while the motive of self‐realization related positively to investment intentions particularly for those affected by the crisis in a positive way.