The psyche of each generation can be impacted by technological innovations or limitations, geo-political events and the social and cultural climate of the day.

The post-World War II growth impacted the baby boomer generation, just as the digital revolution impacts millennials.

“We are somewhat a product of our society,” DealerSocket sales director Todd White said during a presentation here at the company’s User Summit.

And that can influence the decisions we make, including our car-buying processes.

Generation Y, also known as millennials, is now the largest in the U.S.

And its members have a rather unique set of car-shopping and –buying behavior.

For starters, White said, they spend 14 hours of research online before going to the dealership.

“The millennial generation does not like going into things blindly,” White said.

And even then, they only visit an average of 1.3 stores. That’s a downward path, by the way; in 2005, they visited five.

Twenty percent shop outside their market, and that is growing at a “pretty rapid pace,” he said. It could be as high as 30 percent in the next two to three years.

They often delay major life milestones like marriage or parenthood, White said, noting that they’re “not used to making split decisions.” A decision around car-buying could take months.

Given that, what are the keys to reaching this crowd? For one, White said, following up is crucial. Constant reminders, constant care can be vital in connecting.

Millennials are big on information. White said many find more value in third-party validation than they do recommendations from family and friends. In fact, 40 percent trust online reviews more than the viewpoint of friends or family.

Generation Y is also the most educated in history, in the sense that more have gone through higher education.

“They want to use that (education) to their advantage,” White said.

In the same vein, they crave details and want to be provided as much clear and honest information from the dealer as possible. This generation values transparency and is risk-averse.

“They want full transparency in the way that we’re operating deals,” White said.

Millennials seek specific details on how all the numbers in car deals are generated. It is important to have everything outlined step by step, White said. Dealers would be wise to explain details in the sales process that dealers themselves might take for granted.

“You need to explain almost every step in the process,” he said.

White says that when you show them the process, “they have this level of comfort.”

Be transparent and explanatory; when dealers are honest and upfront with information, “they let their guard down.”

But don’t make them wait. Otherwise, they will make their way to the next guy.

And the product you’re selling better work as-is. This generation has little tolerance for products not working; and when that happens, they’re vocal.

Which means dealers should stay on top of social media and online reviews, where much of that venting might happen.

And as mentioned earlier, millennials put a lot of stock in using online reviews during the buying process anyway.