The Relationship Between Social Proof and Suicide

Bob Greene: People who read about social proof and the power of social proof, how they can do it wrong. There's a big mistake that public service communicators make with regard to social proof he says. They tell us that so many people are drinking and driving, so many tenagers are committing suicide - what that does is legitimize that choice out of social proof. If a lot of people are doing it, it must be the right thing to do. He also explains why an honest woman was turned into an environmental criminal when she stole petrified wood in Arizona.