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When a buyer cannot verify quality before purchase, the market suffers from information asym. Sellers of poor goods have every incentive to pre their products as good ones, and buyers, anticipating this, offer only an ave price. Good sellers then withdraw, and the average quality dec further, a spiral George Akerlof desc in 1970. Economists argue that the remedy is a credible si: an action that is cheap for a genuine seller but prohibitively expe for a fraudulent one. A lengthy warranty sati this condition, since only a firm confident in its product can af to honor it. Reputation works by the same lo.