The Impact of Market Advisory Service Recommendations on Producers' Marketing Decisions

A conceptual framework was developed that provides insight into the factors affecting the impact of these recommendations on producer pricing decisions. Data from 656 U.S. producers reveal that the perceived performance of the Market Advisory Services (MAS), the way in which MAS recommendations are delivered, as well as the match between MAS and producer's marketing philosophy are important factors explaining the impact of MAS recommendations. Risk attitude does not affect the impact of MAS recommendations on producers' decisions, indicating that producers are more interested in the price-enhancing characteristics of MAS advice than in its risk-reducing features