Reconstructing Information (A)symmetry in Marketing: The Consumer Outcomes of Wellbeing and Illbeing

Abstract

This thesis reconstructs the concept of information asymmetry, shifting it from its economic roots to address the complex realities of modern marketing. In an era of rising consumer empowerment and rapid technological change, the research presents a marketing-specific understanding of information dynamics, particularly in consumer-brand relationships. It introduces two original constructs: Customer-Brand Information Asymmetry (CBIA) and Customer-Brand Information Symmetry (CBIS), offering a dual perspective on how information flows affect consumer experiences and outcomes. Using a pragmatist mixed- methods approach, the study pursued three main objectives: to reconceptualize information asymmetry within marketing theory, to develop and validate measurement scales for CBIA and CBIS, and to examine the effects of these constructs on consumer wellbeing and illbeing. The qualitative phase employed the Repertory Grid Technique with 30 participants to identify seven dimensions for each construct. The quantitative phase consisted of multiple studies involving diverse samples, with both exploratory and confirmatory factor analyses ensuring psychometric validity. Key findings reveal that CBIA undermines consumer wellbeing through mechanisms such as distrust, moral hazard, information overload, and cultural misalignment. In contrast, CBIS promotes trust and eudaimonic wellbeing via moral imperatives, regulatory clarity, and cultural alignment, although it shows a surprising negative relationship with hedonic wellbeing. These insights demonstrate that CBIA and CBIS are distinct but interconnected constructs. The research makes theoretical contributions by establishing CBIA and CBIS as context-specific constructs within marketing. It also provides validated tools for assessing information dynamics, along with practical insights for enhancing ethical communication, transparency, and consumer trust. Policy implications include advancing digital equity, strengthening information access, and supporting inclusive communication practices, especially in developing economies. This study offers a foundation for future research and practice aimed at fostering more transparent, equitable, and human-centred marketplaces.