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

Author(s): Mira Mohr
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Curse of knowledge; Consumer decision-making; Food marketing; Consumer behavior; Marketing communication
Summary/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.

• Details
• Contents