mon fallacy. Whether the child develops an understanding of his role as a consumer depends on what schools can do to build that understanding. Up to now, consumer education has been entrusted largely to the secondary schools. The elementary-school classroom, however, offers a good climate for consumer education. Elementary-school teachers are aware of their responsibility in this area, and they are receptive to new ideas. The child in his early formative years has an unlimited curiosity and an earnest desire for answers to his many "why" questions. Children's questions provide opportunities for significant learning. Moreover, children's experiences can be systematically related to concepts and practices in consumer education (1). For all these reasons professional educators have urged that consumer education be introduced early in the school curriculum (1).