Final answer:
Consumers experience imperfect information when making choices about accessing information. This leads to reluctance in market participation and overwhelmed media consumption.
Step-by-step explanation:
When consumers choose whether or not to make themselves available to information, imperfect information occurs. This means that consumers do not have all the data they need to make perfect decisions, leading to reluctance to participate in the market or to be overwhelmed with media input without taking action. For example, buyers may be discouraged from participating in the market because they cannot determine the product's quality, while sellers may be reluctant to participate because they find it difficult to demonstrate the quality of their goods to buyers.