The paper tests the hypothesis that cultural and social background is far more influential to form preferences about policy than the level of fact-based knowledge a person possesses. The data for the case study stem from a web-based survey among a representative sample of the adult population in Norway. The degree of knowledge of agriculture in this paper is operationalized through questions on five key characteristics of Norwegian agriculture that frequently arise in the public discussion. The results show that the amount of fact-based knowledge of agriculture to a very little extent explains differences within the sample. The cultural background of respondents is much more suited to explain agricultural policy preferences. Knowledge, however, shifts the attention from food price issues towards the delivery of public goods. The results allow us to hint at hot cognition as a possible explanation for such findings.