Missing information prevails in consumer purchase decisions and studies on consumer preferences. Previous research ignores the relationship between consumer types and their responses to new quality attribute information. In this article, consumer responses to new attribute information are...

This article proposes a method to directly measure the value of information (VOI) conveyed in a label. Using data collected from a field experiment conducted in two grocery stores in Texas, we find the VOI contained in U.S. federally mandated country of origin labels for beef and pork is 36%...