“…Most of these studies, however, do not consider privately known horizontal product attributes. Instead, they often focus on incomplete product information of the seller (Shin, 1994), cost of product information acquisition and dissemination (Jovanovic, 1982;Verrecchia, 1983;Dye, 1986;Matthews and Postlewaite, 1985;Farrell, 1986;Shavell, 1994;Fishman and Hagerty, 2003;Dye and Sridhar, 1995;Stivers, 2004), or disclosure's impact on competition (Okuno-Fujiwara et al, 1990;Cheong and Kim, 2004;Board, 2009;Levin et al, 2009).…”