Market of Lemons
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Written in 1970 by George Akerlof.
Akerlof's theory of the "Market for Lemons" paper applies to markets with information asymmetry, focusing on the used car market.
Information asymmetry within the market relates to the seller having more information about the quality of the car as opposed to the buyer, creating adverse selection.
Adverse selection is a phenomenon where, buyers result in buying lower quality goods due to sellers not willing to sell high quality goods at the lower prices buyers are willing to pay.
This can lead to a market collapse due to the lower equilibrium price and quantity of goods traded in the market than a market with perfect information.
Be careful about pricing, such that you attract not the audience or market that you want.
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