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Cyber-Bullying Results in Suicide

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15-Year-Old Teen Commits Suicide After Cyber-Bullying By Older Girls

"This wasn't just any case of high school girls behaving badly toward one another. Phoebe apparently faced an onslaught of bullying via texts, Facebook messages, and in person at the school. Even after her death, the shitty little girls left disparaging messages on a Facebook page created in her memory."

http://www.truecrimereport.com/2010/01/phoebe_prince_15_commits_suici.php

How can we explain these behaviors using behavioral principles? Why would someone taunt another person like that? What would someone decide to end thier life as a result?