61. Her critique of the lameness of many public-health campaigns is spot-on: they fail to mobilizepeer pressure for healthy habits, and theydemonstrate a seriously flawed understanding ofpsychology.
62. "Dare to be different, please don't smoke!" pleads one billboard campaign aimed at reducingsmoking among teenagers-teenagers, who desire nothing more than fitting in.
63. Rosenberg argues convincingly that public-healthadvocates ought to take a page from advertisers, soskilled at applying peer pressure.
64. Join the club is filled with too much irrelevant detail and not enough exploration of thesocial and biological factors that make peer pressure so powerful.