moment of truth
- noun
- Jargon
:
momento de la verdad
- Many shoppers experience a moment of truth when searching for the best product recommendations online.
Examples
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So this is the moment of truth.
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All email campaigns have a moment of truth where everything has to come together.
Blog text (33) -
"In a moment of truth, perceiving my curiosity --
Fiction book (1993) -
So TMOT, the moment of truth where you research someone and you're not it's the the beauty of the online space now is that you you're no longer what you say you are.
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During the moment of truth, consumers often compare reviews to make informed purchase decisions.
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The moment of truth for most customers is when they actively seek out information about a brand before buying.
Synonyms
47
6.6
A time when an important decision must be made
9
5.3
A moment when people must make an important decision
2
4.9
A moment when an important change happens or people make a key decision
How Decisive
Surface Forms
Morphology
The components 'moment' (an important time) and 'truth' (conformity to reality) give a clear cue that this refers to an important or decisive point when reality is revealed, so learners can roughly infer a sense of a critical moment. However, the idiomatic nuance — that it functions as a decisive test or turning point (and in marketing a specific pre-purchase decision stage) — is somewhat specialized and not fully predictable from the parts alone.
Etymology
Moment of truth is used in marketing to mean the single moment when a shopper checks reviews and compares options before choosing a product. It borrows the bullfighting image of one deciding moment, so it means the time when a customer makes the real choice 'to buy'.