To date, there is only fragmented and anecdotal information about the impact of the recommendations of market advisory services (MAS) on producers' decision-making. A conceptual framework is developed in which, among others, producers' risk attitudes and risk perceptions; producers' perceptions about MAS performance and delivery; and match between the MAS and the producers' marketing philosophy are hypothesized to influence the impact of MAS on producers' marketing decisions. Data from 656 U.S. producers were used and the impact of MAS on producers' marketing decisions was tested using an ordered probit model. The empirical results reveal that not only the perceived MAS performance, but also the way in which MAS recommendations are delivered, and the match between MAS and producer's marketing philosophy are important factors explaining the impact of MAS recommendations.