The Curse of Knowledge in Consumer Decision-Making: Bridging the Gap Between Experts and Consumers in Food Marketing

Míra Mohr – University of Pécs, Faculty of Business and Economics, Department of Marketing and Tourism, Rákóczi street 80, 7622, Pécs, Hungary

Abstract: This study aims to explore the complexity of consumer decision-mak­ing through a complex cognitive psychological phenomenon, focusing on food consumption. The paper summarizes the general interpretation of the curse of knowledge and theories related to consumer decision-making. The novelty of the review lies in its focus on food consumption and the broadening of the per­spective to include food marketing approaches. Both classic theories and more recent publications are discussed. In this study, the author analyzes the pervasive nature of the curse of knowledge, which extends its influence beyond adults to children. It can be stated that neglecting this phenomenon can have far-reaching consequences, including marketing. The curse of knowledge poses a significant challenge for brands regarding effective communication with their target audience, particularly regarding food consumption. The primary research is a qualitative study. The results of in-depth interviews with food influencers further illustrate the complexity of the problem. The phenomenon may lead to consequences such as the partial or total misinterpretation of messages, or even the complete breakdown of communication. Marketing professionals must understand and navigate the curse to communicate more effectively with their target audience and foster better engagement. At the end of the article, the author outlines future directions and offers suggestions for addressing the curse of knowledge. These approaches could effectively respond to the challenges presented by the ever-changing marketing environment and the impact of the curse of knowledge on consumer decision-mak­ing. These future directions include fostering empathy among professionals and using analogies, storytelling, and food influencers in marketing communication.

8th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2024 – Conference Proceedings, Hybrid (Zayed University, Dubai, UAE), October 24, 2024

ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2024 Conference Proceedings: ISBN 978-86-80194-89-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2024

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