There are typically good reasons to believe that markets fail to produce optimal outcomes because of lack of information. If people do not have sufficiently accurate information on the costs and benefits associated with a particular course of action, they may invest less. For example, parents investing in their child’s education may not be fully aware of the wide-ranging, monetary and non-monetary long-term benefits of education, in which case they will invest less than they would, had they been aware of those benefits.