According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term “First Moment of Truth” (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store’s shelf.

While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what Google calls as “Zero Moment of Truth”, or ZMOT.

So, essentially the Three moments of Truth changed to Four moments of Truth as below:

1. Zero Moment of Truth: When the user is searching online for a product with an intention to understand the product that he intends to consume or buy.

2. First Moment of Truth: When the consumer goes to the store and interacts with the brands in the store

3. Second Moment of Truth: When the consumer brings home the product and experiences the product. The consumer checks if they delivered on the promises made or not.

4. Third Moment of Truth: When the consumer gives feedback or how the consumer advocates the brand?

Please refer to google-zmot to get a comprehensive understanding of ZMOT. Thank you.