In this chapter we outline a novel theory of the consumer market, in which information plays the key role. Consumers know only part of the available business offers and cannot ascertain the quality of the products they desire and businesses have even less knowledge of what consumers desire. In the market consumers and businesses must find a match with severely deficient information. Instead of optimisation under the constraints, our theory focuses on how the information constraints can be gradually reduced. We show that upon constraintreduction we do not come closer to the full information limit typically portrayed in mainstream economics; rather both consumer wants and business offers expand with concomitant new information deficiencies. Therefore the consumer market is always in non-equilibrium and information will always be deficient. We argue that in the dynamic pursuit to reduce information constraints wealth is created and this is the main driving force that powers economic growth.
Information as Bottleneck for Economic TransactionsOn historical accounts, both consumer wants 1 and businesses offers expand, and this powers economic growth. Consumers and businesses seek each other in the market, either on their own or are helped by various third parties to find better matching. Whereas mainstream economics bypasses the information problem in its supplydemand law, 2 our theory will focus on how consumers and businesses find each other, and how they tackle the information deficiency problem. It will be shown that when more wants and offers are found and matched, still more will be created. 1 In economics consumer wants are are needs or desires that can be satisfied by the consumption of business offers including goods, commodities, services, and leisure activities. 2 Notable exceptions can be found in George Akerlof's [1] work on information asymmetry, and Joseph Stiglitz's [9] work on information imperfections.