Andrew Tainton arketing counicator – FESCH.TV

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Understanding psychological reactance through digital marketing communications by Andrew Tainton.

A whirlwind tour of Andrew Tainton’s marketing communications, journalism and academic career, spanning Hong Kong, Shanghai, Berlin and London. This inciteful film shows how his personal experience of climate change led to his Masters research into Brehm’s psychological reactance theory. Andrew believes that adopting new iterative techniques in social norm communications can dissolve polarization and promote behavioural change among hard to reach, reactant societal members. Spurred on by the realities of climate change denial, he aims to further develop his research model to bring about positive behavioural change towards meat reduction, healthier food uptake, sustainable fashion consumption, recycling, and environmentally-friendly transportation solutions.