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Keywords: First Moment of Truth (FMOT)
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Journal Articles
Journal:
International Hospitality Review
International Hospitality Review 1–16.
Published: 05 October 2026
... interactions in which customers form impressions about a service or brand. Building on this perspective, Procter & Gamble introduced the concept of the First Moment of Truth (FMOT) to describe the stage at which consumers encounter information, compare alternatives, and make purchase decisions (Lecinski...
Includes: Supplementary data
