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

Yanliu Huang , Drexel University, USA
Sam Hui, New York University, USA
Jeffrey Inman, University of Pittsburgh, USA
Jacob Suher , University of Texas at Austin, USA
In this research, we present and test a conceptual framework of the shopping trip-level drivers of unplanned considerations and the point-of-purchase behavior drivers of conversion to unplanned purchases. We test our hypotheses in a field study where we employ video tracking to measure shoppers’ point-of-purchase behavior.
[ to cite ]:
Yanliu Huang , Sam Hui, Jeffrey Inman, and Jacob Suher (2012) ,"Capturing the “First Moment of Truth”: Understanding Point-Of-Purchase Drivers of Unplanned Consideration and Purchase Using Video Tracking", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 241-245.