Information has instrumental value if it changes an agent’s action. Previous studies documented demand for non-instrumental value of information. In this paper, we study demand for information based on a superficial characteristic of information, namely symmetry. Such demand can be rooted in non-instrumental value of information but can also arise because of systematic distortions in belief updating or the use of heuristics. We study demand for symmetry in a laboratory experiment in which participants choose between symmetric and asymmetric information sources and make choices given the information. We also elicit beliefs to track belief updating. We find that superficial characteristics of the information can influence beliefs and choices. The representative heuristic best organizes the choice and belief data. We are also the first to document two types with regard to belief updating.

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