>
> ... assuming that OP is talking about latex export.
> I assumed he was talking about the org buffer - we'll have to wait
> and see who guessed correctly :-)
>
> --
> Nick
>
> Subtle. Yes, both would be nice, both in the buffer and as an HTML export.
I put this

(setq org-list-demote-modify-bullet
          '(("+" . "-") ("-" . "+") ("*" . "+") ("-" . "8594")))

in my init file, but I'm not seeing it as a choice in customize.