I'm doing some research on how education can change a consumers preference for a given good or service. Im looking for more research papers or books that discuss such a topic.

I've looked around online a little bit and read The Effects of Consumer Education on Consumer Product Safety Behavior by Richard Staelin, however I'm looking for more sources on the topic.

Any suggestions?

  • 1
    $\begingroup$ It will be easier to search for education changing decisions/outcomes, rather than `preferences' as within most economics literature those don't change. $\endgroup$
    – VCG
    Aug 23, 2016 at 22:20

1 Answer 1


I found research on this topic from the recent October 2016 issue of the American Economic Journal: Applied Economics. However I could not find the PDF online from the site however I got it from a different source.

Titled as The Impact of High School Financial Education: Evidence from a Large-Scale Evaluation in Brazil it is learned that its possible to change consumers habits via curriculum design.

We find significant treatment effects on spending behavior as well. In line with the concepts taught in the curriculum, the results show a 2.1-2.5 percentage point greater likelihood of comparison shopping before making purchases, and a 3.1-4.1 percentage point greater likelihood of negotiating price or payment method prior to purchases by students in treated schools. Further, the results show that 16 percent of students in treated schools made a list of monthly expenses as part of a budgeting exercise compared to 13 percent in the control schools in follow-up 1. These numbers are 17 percent and 14 percent respectively, in follow-up 2. All treatment effects are statistically significant at the 1 percent level.

Overall, these results show a clear improvement in student behavior as a result of the financial education course, in line with concepts taught in the curriculum.

The article concludes

Financial education in schools is an important policy focus in both developed and developing countries, yet its impacts are not well understood. This paper contributes to the literature by demonstrating that a financial education program targeted to youth in secondary school can improve both knowledge and behavior, as well as influence financial attitudes and preferences.

Excellent research, and a recommended reading.


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