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

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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.

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