A friend, college educated responsible adult, went to the petrified forest in Arizona. Park ranger gave the whole talk about how rare and special these rocks are, and how they're disappearing because people are stealing them. The ranger indicated there might not be a park in the future, because so much is going missing. She had an immediate impulse to steal a rock. She claims she didn't act on it, and I believe her.

I think there's some inherit psychology that's tough to get around, some "I better grab one while I still can" deep down part of our reptile brain. People are still animals. Out on vacation they may not be fully engaging their critical thinking skills.

I think, far and away, the most effective preservation is Pele's curse - https://www.hawaii-guide.com/why-you-should-never-take-lava-...

Total fabrication by the parks service. They show you the rocks people have sent back, to lift the curse.

If you're fully engaged and thinking critically, it's harmless. If you're not, it encourages good behavior.

I'm not a big fan of marketing, but the way you tell the story really does have a huge impact on guest behavior.