My iconic example is that Marin county with some of the highest levels of tertiary education are also the highest in terms of not getting their kids vaccinated.
Also seen in campaigns against drunk driving and campaigns for eating balanced diets. People become aware of the pros and cons (after exposure) but continue unabated in their behavior.
I’m a pessimist on this.
If you're a pessimist, maybe my pessimism has experienced integer overflow into optimism.
One, there are very aggressive negative consequences --this has an impact on some people.
Two, we have a better chance of changing behavior if we do it in a coordinated manner with good methods when we start young. So, I may be a bit too pessimistic since I think we can make a difference if we start young but with good persistence practices. Given we indoctrinate kids against this since middle school, I think it's made a difference.