The Moments-Based Consumer Journey
For most of the 20th century, the consumer decision-making process was encapsulated neatly in a simple three-step consumer journey: need, purchase, and experience. These steps were dubbed “moments of truth” (MOTs) by Procter & Gamble in the early 2000s.1The MOT is the moment when a customer or user interacts with a brand, product, or service; these moments constitute...
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