• Dr K. Radha
• Dr.S.Saranya
• Mr.P.Arulkumar
• Mr.P.Arulkumar

Gold has long transcended its role as a precious metal to become a powerful symbol of wealth, tradition, identity, and emotion. This article explores the psychological and emotional dimensions of gold ornamentation, focusing on how gold influences the perceptions, desires, and behaviors of its admirers. Beyond its physical attributes—such as purity, craftsmanship, and value—gold ornaments evoke deep emotional responses, often representing prosperity, security, cultural pride, and personal identity. By examining the intricate relationship between gold and the human psyche, this study offers insights into consumer motivations, cultural significance, and the enduring allure of gold in shaping social and personal meaning. In this paper, a study was conducted to examine how psychological and emotional factors influence gold ornament purchasing behavior. Using a well-structured questionnaire, responses were collected from 134 participants through the convenience sampling method. The data was analyzed using simple percentage, ANOVA, Chi-square, and T-test. The results reveal that gold ornaments hold significant psychological and emotional value, positively impacting consumer perceptions, decision-making, and attachment to gold.

Gold, Ornaments, Purchase perception, Perceived quality, Consumer motivation

"GLITTER BEYOND GOLD PSYCHOLOGICAL AND EMOTIONAL DRIVERS OF GOLD ORNAMENT PURCHASES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.a380-a386, March-2026, Available :http://www.jetir.org/papers/JETIR2603051.pdf

"GLITTER BEYOND GOLD PSYCHOLOGICAL AND EMOTIONAL DRIVERS OF GOLD ORNAMENT PURCHASES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppa380-a386, March-2026, Available at : http://www.jetir.org/papers/JETIR2603051.pdf