 As mentioned previously, students exert a high level of influence over one another, and by encouraging stronger personalities to lead opinions, the organizers of the campaign were able to secure the attention of other students who identified with the reference group.Herd behaviour not only applies to students in schools where they are highly visible, but also amongst communities where perceived action plays a strong role.Between 2003 and 2004, California State University carried out a study to measure household conservation of energy, and motivations for doing so.