Sellers have little incentive to inform customers about their products.
The market provides consumers with a strong incentive to acquire information.
Information problems tend to be most problematic for items consumers purchase
regularly.
In markets, people make all decisions with full information.
104. Which of the following most clearly indicates why the franchiser of a product has a strong incentive to
monitor the quality of the product among all of the franchised sellers?
The franchiser has a monopoly on the sale of products in his industry.
If quality is not maintained, the franchiser will be limited in his ability to sell other
franchises and collect franchise fees.
If quality is not maintained, the government will prohibit future sales of the franchises.
Franchisers do not gain financially by maintaining quality, but they generally maintain
quality anyway because they are consumers as well as producers.
105. When consumers cannot tell the difference at the time of sale between high-quality products and those
with defects, strong sales of the low-quality products will tend to depress price and drive the
high-quality products from the market. Economists call this
the curse of advertising.
the imperfect information problem.
106. Manny’s Bar-n-Grill is next door to a franchised fast-food restaurant near a busy freeway exit.
Essentially, the menus, food quality, atmosphere, and service are equal at the two restaurants.
Nevertheless, the nationally franchised restaurant can attract more customers, even though its prices
are higher. This situation
indicates that people are irrational because it never makes sense to pay a higher price when
a product is cheaper elsewhere.
is one in which the national franchise provides uninformed consumers with valuable
information that reduces their risk of being unsatisfied with the purchase.
reflects the greater elasticity of supply for food at Manny’s Bar-n-Grill relative to the
nationally franchised restaurant.
is inconsistent with the basic postulates that underlie the economic way of thinking.
107. Market failure will most likely arise from poor information when the product is
easily evaluated on inspection.
often purchased from the same seller.