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What characterizes the First Moment of Truth ( FMOT ) ? A . The moment a customer decides to make a purchase. B . The

What characterizes the First Moment of Truth

(

FMOT

) ?

.

The moment a customer decides to make a purchase.

.

The initial online research before buying a product.

.

The interaction with a product on the shelf in a physical store

.

The post

-

purchase evaluation of the product's performance

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