Dr. Todd Rose

Wow.

And it turns out was what we can talk about later.

No amount of trying to tell them how bad drinking is works.

In fact, it propagates the illusion.

Yeah.

Why would all the administration put all these posters up telling us about the dangers of binge drinking if people weren't binge drinking?

And so it ends up fueling the illusion.

And so what you need is to have social proof where you have popular kids, other people just being like, I don't binge drink.

Why would I binge drink?

You can't lecture or try to persuade.

You have to just reveal.

But this happens all the time.

What's crazy is the phenomenon of collective illusions we've known about for about 100 years in research.

It goes back further, obviously, because The Emperor's New Clothes is about collective illusions.

So it's the story of the parable of like the emperor gets convinced by some huckster that they can spin the most beautiful clothing ever made.

And it's so fine that it's invisible to everyone except for people who are worthy of their station in life.

And the emperor's like, obviously I'm worthy of it.

So they make up this, they fake like they're putting it on him.

And he's like, well, obviously I can see it because if I say I can't see it, then I must not be worthy of being

in charge of everything.