Few days later Google identify a new stage: the zero moment of truth, in brief ZMOT. The model, theorized by Jim Lecinski, introduces the ZMOT between the stimulus and the first moment of truth.
Nowadays users get much more information before concluding the purchase. How? First of all on the web. If you see an interesting advertisement on tv you are likely to take your smartphone and look more information on Google. This is the zero moment, the one in which you create your first idea of that product.