The sellers of good cars have a reservation price of $1,800. Setting $1,800 equal to the expected value of a car yields 1800 = (θ ∗ 1,000) + ((1 - θ) ∗ 2,000) = 2,000 - (θ ∗ 1,000). So, θ = 20%. If a $100 transaction cost is incurred then set 1800 = (θ ∗ 1,000) + ((1 - θ) ∗ 2,000) - 100. This yields θ equals 10%. If buyers incur a transaction cost, their net expected value of a car purchase declines. The probability of a car being a lemon must decline to keep the price above the reservation price of sellers of good cars.