Vulnerability and differential information significantly affect market dynamics, exemplified by the lemon theory of markets, where uncertainty about product quality leads to skepticism among buyers. This results in a wider bid-ask spread due to the fear of being deceived. Reputation systems mitigate this issue by incentivizing sellers to maintain their reputations, as negative feedback can impact their overall business. As trust in a market increases, transaction costs diminish, encouraging participation and leading to a more efficient marketplace.

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