Capturing the “First Moment of Truth”: Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase – MSI

Working Paper

Capturing the “First Moment of Truth”: Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase

Yanliu Huang, Sam K. Hui, J. Jeffrey Inman, and Jacob A. Suher

Jan 15, 2012

Develops and tests a conceptual framework of the shopping trip-level drivers of unplanned considerations and the point-of-purchase behavior drivers of conversion to unplanned purchases.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.