“…EPDs can help reduce the "unknown" of a sire's genetic potential and minimizes the risk of selecting the "wrong" bull. Numerous studies have attempted to understand producers' valuation of bull information when marketing and developing bulls over the past few decades (Bekkerman, Brester, and McDonald, 2013;Boyer et al, 2019;Brimlow and Doyle, 2014;Chvosta, Rucker, and Watts, 2001;Dhuyvetter et al, 1996;Jones et al, 2008;Kessler, Pendell, and Enns, 2017;McDonald et al, 2010;Tang et al, 2020Tang et al, , 2022Vanek et al, 2008;Vestal et al, 2013).…”