In this paper, we analyse which channels influence individual preferences concerning
the choice of the official language in Zambia. We develop a theoretical framework, which is
tested using data on elicited beliefs about the effects of changes in Zambia's language policy on
schooling outcomes, income, and social cohesion. In general, support for the use of local
languages in education and government administration is low. We find that the perceived ease of
learning in a local language compared to English, and economic expectations in terms of effects
on income are important determinants of the preference for the use of a local language as official
language. Individuals in fear of discrimination or disadvantages arising from the use of
indigenous language are less likely to prefer these as official languages. However, while we do not
find a systematic bias caused by the (lack of ) information about other countries' language
policies, we do find that general knowledge of language policies is remarkably low. Our reading
of the evidence is that individuals conflate knowledge with the medium of knowledge, and
therefore prefer English as an official language despite its relative distance to their own
language(s).