Read the item and then answer the question that follows. A small group of environmentally-aware sixth form students are campaigning for their school to become ‘paper-free’ for the next six months. Recently, they had a meeting with a group of teachers who

Model Answer:

The small group of students is likely to be influenced by both conformity and minority influence factors in their efforts to convince the rest of the student body to adopt a paper-free policy.

One key factor is informational social influence (ISI), which occurs when individuals conform because they believe others have the correct answer. The students can use logical arguments and factual evidence about the environmental benefits of reducing paper use to persuade their peers. This will be particularly effective if the student body perceives the issue as important and ambiguous, relying on the group for guidance.

Minority influence will also play a critical role in the group’s success. Consistency is essential; the students must present a stable and unified message over time, such as consistently adhering to the paper-free initiative themselves. Commitment is another factor, as demonstrating dedication, such as sacrificing personal convenience for the cause, will make their stance more persuasive (augmentation principle). Additionally, the group must show flexibility by being willing to adapt their views and proposals to accommodate valid counterarguments from their peers. This avoids appearing dogmatic and makes them more approachable and persuasive.

The likelihood of success will also depend on normative social influence (NSI), as students may conform to avoid exclusion or to gain social approval. If the minority group gains enough visible support, this could create a perception of social approval for the paper-free initiative, encouraging others to conform to the idea.

By leveraging both conformity and the key processes of minority influence, the group will maximise their chances of convincing the majority to support their campaign.