EXPLORING EMOTIONAL CUES IN THE PURCHASE DECISIONS OF GEN Z AND MILLENNIALS IN CHENNAI
https://doi.org/10.65725/JCMCE/2/4/023
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
ISSN: 3108-3501
Volume 2 Issue 4, October -December 2026
Abstract:
The present study investigates the influence of emotional micro-triggers (subtle emotional indicators) on the purchasing behaviours of Gen Z and Millennial shoppers in Chennai City. Micro-triggers may be identified by various visual cues including color, brief persuasive messaging, nostalgia-inducing cues, personalized recommendations/suggestions, and social proof signals. All of these cues have the potential to influence the ways in which individuals perceive/feel and act when making purchases. In today’s digital world, where online shopping and mobile applications are an integral part of our daily lives, understanding these emotional micro-triggers has become increasingly important for brands wishing to establish connections with younger consumer markets. A mixed-method research design was utilized to collect quantitative data via structured questionnaires completed by 181 participants, and qualitative data through follow-up interviews. The findings indicated that Gen Z was highly influenced by visually appealing design features, immediate rewards/incentives, and cues provided by influencers; whereas Millennials were influenced primarily by trust, emotional storytelling/marketing, and messaging emphasizing the practical and/purposeful nature of products/services. However, both generations demonstrated strong reactions to personalized prompts/recommendations and contextually relevant interactions throughout the shopping process. Overall, this study illustrates the significance of using emotional design and micro-triggers to positively impact consumer buying behavior. These findings provide practical implications for marketers, UX designers/researchers, and retailers interested in developing engaging, relatable, and ultimately successful shopping experiences for younger consumer segments.
Authors: Ms. R. Iswarya, S. Dharshini
Keywords: Emotional cues, Gen Z, Millennials, Purchase decisions, Consumer behaviour, Chennai City.