2. DEFINITION
popular behaviors among targets in occasions during usual day that coming
from instincts, fears, hopes or beliefs.
Moment of truth (MOT) is
Occasion
Behaviors behind by
instinct, fears, hopes,
beliefs
Moment of
truth+ =
Formula of MOT
3. EXAMPLE
Occasion Behaviors or attitude
While using hand to
eat food
Act of licking one’s fingers (come from beliefs
“Licking good food make me feel really enjoy
that food”
While washing
clothing by hands
Act of rinsing clothing as many time as possible
(come from the fear “I’m afraid that detergent
substances can retain in my clothing)
Belief
Fear
Hope
When feeling
hungry
Turning cranky and irritable, weak and
lethargic or dopey and slow (come from
instincts as physical symptoms)
Instinct
When eating
chocolate candy
Keep candy melt in my mouth instead of
chewing or gnaw (come form the hope “great
taste of chocolate last long in my mouth)
4. ROLE OF MOT
One of the factor of demand space
Moment
of Truth
Specified
target
Demand
Space+ =Appealing
need+
Desired results of customer research
Navigating approaches to consumer
through communication
Place for brand to play essential roles
Research
Customer
Understanding
Brand
positioning
Communication
