PSYCHOLOGY2
up a compliance behavior that is imperatively required to sustain the environment and it is
highly critical that the individual perceives the same in a positive way for the compliance to
happen correctly. Secondly, the extent to which there exists self-other referencing and self-
referencing actually affects the belief of an individual in a certain environmental sustenance
strategy in a very positive or negative and even neutral manner. Thirdly, the psyche, mindset
of the target population audiences as in their experience with similar environmentally adverse
situations before plus the level of knowledge they have as a group plus individualistically
also affects the framing of message directed towards sustainable environmental strategy.
More the knowledge plus positive perception - more is the acceptance of the framed message
mediated environmental strategy. Lastly, the genders of the targeted audiences also play a
role in many message framing and campaigns. The strength of the study is that it identifies
that if the social marketing campaigns such as environmental safeguarding program can
really affect the public, then it has to be done through social message farming in the very
right way. More than anything, the public must not feel threatened by the message but must
be able to relate to the message both logically and socioculturally (Bom.gov.au., 2019).
Understanding the emotions of the subjects are also very critical and the population that is to
be dealt with – must pass through these five stages pre contemplation, contemplation,
preparation, action, and maintenance, in a respective order and manner. The message
framing, as identified by the researchers of this study are actually involved with, the
knowledge and understanding of a certain population and more than anything, it has been
emphasized that the trust, competence and belief of the target population has to be urgently
taken into consideration, every time a message is framed and social marketing campaign is
about to be undertaken at a local or a national level. The study researches recognizes the fact
that ‘the right message’ can definitely bring about a great environmental and social change
but only when the framed message is successful at bring out a positive perception and

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The Use of Message Framing in the Promotion

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