“…Three principal types of health-and health care-related information are asymmetrically distributed among the three principal parties, providers, insurers and potential patients. They consist of price (provider's cost) information asymmetry (De Fraja, 2000), quality information asymmetry (Jin, 2002(Jin, , 2003Azoulay-Schwartz et al, 2004), and demand information asymmetry (Evans, 1984;O'Neill and Largey, 1998;Chou, 2002).Pervasive asymmetry of information exists between providers and users of health care as a commodity (Akerlof et al, 2001), in terms of the paradigms of behavioral analysis appropriate to its study, as well as the institutional characteristics which surround its development and delivery. Also, an environment that is technically complex, surrounded by much uncertainty, and which contains information asymmetry enhances the mystique of the medical professional and often leaves the user confused and perplexed (McKee and Healy, 2000).…”