Nowadays in this booming digital age the human is moving from homo economicus, i.e. a consumer in the traditional sense of the word to a more sophisticated, educated and savvy consumer – homo cognoscericus.
Whether he wants to install bathroom furniture, understand the symptoms of an illness and hence get the appropriate treatment, organize traveling to Patagonia, etc. … Homo economicus thinks carefully about what he consumes.
He seeks knowledge, gathers information and decides to become connoisseur.