According to economist Kevin Rock (Rock, 1986), because informed investors do not exist in sufficient number, underwriters re-price I.P.O offerings to bring in uninformed investors and ensure that they maximize total bidding. This theory has empirical support in papers that have found that when investment banks can allocate shares in greater measure to informed investors, the underpricing is reduced since the compensation needed to draw uninformed investors is lower. (Davidoff, 2011).