What are the Reasons why Imperfect Information affect the Consumption of Merit and Demerit Goods?

-Consumers may not know the Full Benefit of a Merit Good - like a Good Education leads to a Better Salary -Consumers may just not Have the Information to decide which Good is Right -Consumers may also not know how Harmful a Demerit Good is -Advertising for Demerit Goods, like Tobacco, can just 'Skip' over the Health Dangers