Information asymmetry can significantly impact consumer behavior. When one party has more information than the other, it can lead to an imbalance of power. This can cause consumers to make decisions based on incomplete or misleading information. For instance, if a seller knows more about a product than the buyer, the buyer might end up paying more than the product's actual worth. This can also lead to a lack of trust and confidence among consumers, affecting their overall behavior and decision-making process.
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Author Steven Levitt, working with journalist Stephen Dubner, shows how economic theories can be used to analyze social issues. Each of the six essays...
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A situation where one person or group has more information than another is a case of information asymmetry. The book explores this concept by looking at the Ku Klux Klan and at modern real estate agents. For over a century the KKK had been a powerful proponent of racist ideology. The group used information asymmetry such as passwords and secret handshakes to maintain an image of mystery and fear. In the 1940s a journalist called Stetson Kennedy infiltrated the group and revealed its secrets on a popular radio program. This helped to turn mystery into ridicule and KKK membership dropped dramatically.