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a supermarket chain will open a new store in a city. the supermarket chain must choose whether to building a small store or a big store. the profitability of the store depends on how big the local demand is. the supermarket is risk-neutral and wants to maximize expected profits. with probability 50% the local demand is big, in which case the profit from building the big store is $100 and the profit from building the small store is $80. with probability 50% the local demand is small, in which case the profit from building the big store is $20 and the profit from building the small store is $60. a consulting company knows the local market very well and knows the actual size of the market. the consulting company would like to sell this information to the supermarket chain. what is the maximum price that the supermarket company would be willing to pay for this information?

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