This study highlights asymmetries in liquidity risk pricing from the perspective of heterogeneously informed traders facing changing levels of preference uncertainty. We hypothesize that higher illiquidity premium and liquidity risk betas may arise simultaneously in circumstances where investors are asymmetrically informed about their trading counterparts’ preferences and their financial firms’ timely valuations of assets . We first test the time-varying state transition patterns of IML, a traded liquidity factor of the return premium on illiquid-minus-liquid stocks, using a Markov regime-switching framework. We then investigate how the conditional price of the systematic risk of the IML fluctuate over time subject to changing levels of preference uncertainty. Empirical results from the Chinese stock market support our hypotheses that investors’ sensitivity to the IML systematic risk conditionally increase in times of higher preference uncertainty as proxied by the stock turnover and order imbalance. Further policy impact analyses suggest that China’s market liberalization efforts, contingent upon its recent stock connect and margin trading programs, reduce the conditional price of liquidity risk for affected stocks by helping the incorporation of information into stock prices more efficiently. Tighter macroeconomic funding conditions, on the contrary, conditionally increase the price of liquidity that investors require.