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Abstract
This study sought to examine the nature of farmers’ use of market advisory services based on the
results of a survey of US crop producers. The survey revealed that market advisory service users
tend to be significantly more risk seeking than non-users. Survey results indicated a large range
in patterns of use of advisory services. Most farmers use advisory services to the greatest extent
for marketing information, market analysis, and to keep up with markets. General guidelines
(market strategies and price information) are utilized more than specific advice (e.g., specific
pricing decisions, price forecasts). Only 11% of farmers reported that they closely follow the
marketing recommendations provided by advisory services. Nonetheless, farmers report that the
information provided by advisory services has a substantial impact on their marketing decisions.
The implications of these results for advisory services, farmers, extension programs and research
are discussed.