2025

Tuominen, Jesse; Nyrhinen, Jussi; Rantala, Eero; Wilska, Terhi-Anna

Purpose This paper aims to examine the connections between young Finnish consumers’ stimulation values, impulsive buying, financial problems and life satisfaction. Design/methodology/approach Path analysis with maximum likelihood robust standard errors estimation was used to examine relationships between variables and composite variables, as well as to explore indirect connections among them. The data set included 2,297 respondents aged 18–29 years in Finland. Findings Results show that stimulation values were directly positively associated with greater life satisfaction and indirectly linked to lower life satisfaction through impulsive buying and financial problems. Findings also reveal the connections between stimulation values and impulsive buying and between impulsive buying and financial problems. Research limitations/implications This study extends the authors’ understanding of Schwartz’s values theory by showing how consumers’ stimulation values have both positive (i.e. higher life satisfaction) and negative (i.e. lower life satisfaction) outcomes. Practical implications This study brings recommendations for educators to reinforce young consumers’ media literacy and financial literacy to prevent the youth from developing a tendency toward impulsive buying and to seek stimulation more constructively. Also, from a public policy perspective, it would be beneficial to include more financial literacy and financial skills courses in young people’s curricula to help them recognize and resist impulsive buying tendencies, which can further reduce financial problems. Originality/value This study broadens the knowledge of the important connections between young consumers’ stimulation values, impulsive buying, financial problems and life satisfaction, an area where the authors’ understanding has been limited.