Second Moment of Truth (SMOT)

Marketing dictionary

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) refers to the moment when the consumer experiences a product or service following the purchase decision. The SMOT will determine the consumer’s brand perception and future buying decisions. A good usage experience will most likely result in the consumer choosing the same brand when it comes time to upgrade and speak favourably of the product or service in conversation or online reviews.

See: Zero Moment of Truth (ZMOT) First Moment of Truth (FMOT)

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