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
Date Written: February 22, 2012
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: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Normative Influences on Impulsive Buying Behavior
By Dennis Rook and Robert Fisher
Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior
By Suresh Ramanathan and Geeta Menon
Sweet Instigator - Choosing Increases Susceptibility to Affective Product Features
By Sabrina Bruyneel, Siegfried Dewitte, ...
Impulse Buying Behaviors on the Internet
By Kwon Jung and Clement Lim
Does Mass Media Fuel, and Easy Credit Facilitate, Impulse Buys?
By Pasi Huovinen and Petri Rouvinen
Social E-Atmospherics in Practice (or Not): A French and Turkish Web Designers' Perspectives
By Christophe Bisson, Ronan De Kervenoael, ...