"Finding Value in Time: Unveiling the Connection Between Consumer Evaluation and Personal Priorities"


Hatched by Glasp

Sep 07, 2023

3 min read


"Finding Value in Time: Unveiling the Connection Between Consumer Evaluation and Personal Priorities"


In a fast-paced world where time is a limited resource, it is crucial to understand how we allocate it and how it aligns with our values. Research shows that a significant number of individuals feel time poor, overwhelmed by a seemingly endless list of tasks. This article delves into the reasons behind this gap and explores the correlation between consumer evaluation and personal priorities.

Consumer Evaluation: A Multifaceted Process:

The consumer evaluation process consists of four key moments: ZMOT (Zero Moment of Truth), FMOT (First Moment of Truth), SMOT (Second Moment of Truth), and TMOT (Third Moment of Truth). ZMOT refers to the stage where consumers gather information and make decisions online, while FMOT represents the moment of consideration at the point of purchase. SMOT occurs when consumers evaluate the product or service during usage, and TMOT signifies the ongoing brand experience that evolves with each interaction.

Creating Lasting Connections:

To truly make an impact on consumers, brands must focus on creating a loyal fan base. The fleeting influence of short-lived influencers lacks the necessary depth to engage consumers in a meaningful way. By prioritizing long-term relationships with customers, brands can cultivate a fertile ZMOT that continuously evolves and updates.

The Power of Moments:

Scandinavian Airlines recognized the importance of moments in customer experience and coined the term "Moment-Of-Truth" (MOT). They discovered that each customer interaction, even as short as 15 seconds, could be a defining factor in differentiating themselves from competitors. The FMOT and SMOT represent the initial and subsequent moments of truth, respectively, where brands have the opportunity to create a lasting impression.

The Concept and Performance Factors:

Two essential factors play a role in consumer evaluation: Concept and Performance. Concept refers to the ability of a product or service to generate desire and influence trial purchases. On the other hand, Performance determines whether consumers are inclined to repurchase based on their satisfaction with the product or service. These factors contribute to the creation of a robust ZMOT, which is continually shaped by TMOT experiences.

The Time Paradox:

Despite the importance of evaluating consumer behavior, it is equally crucial to analyze how individuals perceive and utilize their own time. Many people find themselves caught in a cycle of busyness, using it as a measure of their value and significance. However, research suggests that comparing oneself to others only perpetuates feelings of time poverty. Instead, focusing on personal growth, self-reflection, and gratitude can lead to a more fulfilling use of time.

Aligning Priorities with Time Allocation:

To bridge the gap between what we feel we should do and what we truly want to do, it is essential to evaluate our priorities. This requires taking a step back from the constant demands of daily life and reflecting on our purpose and presence in the moment. By embracing our innate desire to build a better future, we can align our time allocation with activities that bring us true happiness and fulfillment.

Actionable Advice:

  • 1. Embrace Self-Reflection: Take time each day to reflect on what you are grateful for. This practice enhances self-awareness and helps prioritize activities that align with your values.
  • 2. Prioritize Personal Growth: Instead of comparing yourself to others, focus on your own progress and growth. Set achievable goals that contribute to your long-term vision and allocate time accordingly.
  • 3. Streamline Daily Tasks: Assess your daily routine and identify tasks that can be simplified or delegated. By optimizing your time management, you can create space for activities that bring you joy and fulfillment.


Understanding the correlation between consumer evaluation and personal priorities is crucial in navigating the complexities of our time-poor society. By cultivating long-term relationships with consumers and aligning our time allocation with activities that hold meaning and value, we can create a more fulfilling and purpose-driven life. Embracing self-reflection, prioritizing personal growth, and streamlining daily tasks are actionable steps toward a more balanced and intentional use of time.

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