Capturing the 'First Moment of Truth': Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking

50 Pages Posted: 22 Feb 2012 Last revised: 18 Jan 2013

See all articles by Yanliu Huang

Yanliu Huang

Drexel University - Department of Marketing

Sam K. Hui

New York University (NYU) - Department of Marketing

Jeffrey Inman

University of Pittsburgh - Katz Graduate School of Business

Jacob Suher

University of Texas at Austin - Department of Marketing

Date Written: February 22, 2012

Abstract

In order to optimize their shopper marketing strategies, retailers and manufacturers are interested in understanding in-store drivers of unplanned spending. In particular, they are interested in understanding shopping behavior at the point of purchase, termed the “first moment of truth” (Inman et al. 2009). 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. We find that longer in-store travel distance and lower “shopping efficiency” are associated with more unplanned considerations. Further, we show that an unplanned consideration is more likely to turn into a purchase if a shopper (i) spends more time in consideration, (ii) engages in more product touches, (iii) views fewer product shelf displays, (iv) stands closer to the shelf, (v) references external information, and (vi) interacts with the store staff. Implications of these findings for research and shopper marketing are discussed.

Keywords: point-of-purchase behavior, in-store behavior, unplanned consideration, unplanned purchase, video tracking

JEL Classification: D12, M31

Suggested Citation

Huang, Yanliu and Hui, Sam K. and Inman, Jeffrey and Suher, Jacob, Capturing the 'First Moment of Truth': Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking (February 22, 2012). Available at SSRN: https://ssrn.com/abstract=2009322 or http://dx.doi.org/10.2139/ssrn.2009322

Yanliu Huang

Drexel University - Department of Marketing ( email )

3141 Chestnut Street
Philadelphia, PA 19104
United States

HOME PAGE: http://www.lebow.drexel.edu/Faculty/YanliuHuang.html

Sam K. Hui

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Jeffrey Inman (Contact Author)

University of Pittsburgh - Katz Graduate School of Business ( email )

Pittsburgh, PA 15260
United States

Jacob Suher

University of Texas at Austin - Department of Marketing ( email )

Austin, TX
United States

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