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Tyrha Lindsey-Warren - Baylor University . Waco, TX, US

Tyrha Lindsey-Warren Tyrha Lindsey-Warren

Clinical Assistant Professor of Marketing | Baylor University

Waco, TX, UNITED STATES

Dr. Tyrha Lindsey-Warren studies consumer behavior and attitudes, multicultural media & advertising, movies and entertainment

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Tyrha Lindsey-Warren loading image Dr. Tyrha Lindsey-Warren, clinical assistant professor of marketing, discusses Black Panther, movie industry loading image Dr. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing, expert loading image

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Biography

Tyrha M. Lindsey-Warren, Ph.D., is a marketing scholar, business executive, artist and entrepreneur.

As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory (i.e., storytelling) that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. She also studies health edutainment, multicultural media and advertising, as well as movies and entertainment.

Dr. Lindsey-Warren is an expert in effective communications strategies for leaders, multicultural communications and marketing. She speaks nationally on these topics for Americans for the Arts, The Junior League, Public Relations Society of America, Black Data Processing Associates, and in her undergraduate/MBA classes at Rutgers Business School, Baruch College and Baylor University.

She received her B.S. in radio/TV/film from Northwestern University in Evanston, Illinois and her M.B.A. with a concentration in marketing from the Peter F. Drucker School of Management at Claremont Graduate University. She received her Ph.D., with a concentration in marketing and minor in international business, from Rutgers University.

As managing director of L.A.I. Communications (Lindsey & Associates International Communications), she has over 15 years of experience working in marketing and public relations, the arts, entertainment and non-profit arenas. L.A.I. clients include Bishop T.D. Jakes’ International Faith and Family Film festival at MegaFest, CURLS, Fairweather Faces, National Leadership Commission on AIDS, The Domestic Violence Hotline, UMADAOP, and Nepperhan Community Center.

Dr. Lindsey-Warren started her career working in Hollywood for the likes of Quincy Jones*David Salzman Entertainment, NBC, Creative Artists Agency (CAA), and Edmonds Entertainment, both in the development of television and film ideas and properties. Most recently, she served as Director of Public Relations for UniWorld Group, the longest-standing multicultural advertising and communications agency in the United States.

Dr. Lindsey–Warren volunteers as a board member for Iris House in Harlem, New York, which is an agency dedicated to helping women of color with AIDS; and Jazz Forum Arts, which presents nationally renowned jazz artists in the Greater New York City area.

Dr. Lindsey-Warren is an accomplished jazz singer who has performed around the world. She is married to Sidney Warren.

Industry Expertise (4)

Public Relations and Communications Motion Pictures and Film Advertising/Marketing Entertainment

Areas of Expertise (8)

Consumer Attitudes Entertainment Multicultural & Diversity Consumer Behavior Marketing & Advertising Film & Television Development Edutainment Public Relations

Education (3)

Rutgers University: Doctor of Philosophy (Ph.D.), Marketing and International Business

Peter F. Drucker School of Management, Claremont Graduate University: Master of Business Administration (M.B.A.), Marketing

Northwestern University: Bachelor of Science (B.S.), Radio/TV/Film

Media Appearances (4)

Morning Buzz: Black Panther Discussion

KWTX-TV (Waco)  tv

2018-02-20

VIDEO: Black Panther has already taken in more than $350 million at the box office. Dr. Tyrha Lindsey-Warren studies consumer behavior, multicultural media, entertainment and more. She joined hosts of The Buzz to discuss why the movie Black Panther is so importance in today's society.

Dr. Tyrha Lindsey-Warren, expert on actors of color and the movie industry, discusses Black Panther

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Tackling ‘No Hispanic’ Dictates

Hispanic Radio Podcast  

2018-11-16

AUDIO: Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, and J.P. James, Ph.D., of Salem State University, discuss their research finding marketers undervaluing the multicultural consumer.

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Hollywood Leaves ‘Great Deal of Money on the Table’ Regarding Movies Featuring Actors of Color, Baylor Expert Says

American Marketing Association  online

2017-11-14

Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, discusses the economy of movies featuring actors of color. Such movies have appeal to consumers of color and historically see a significant surge in ticket sales in weeks five through eight – if producers are willing to keep them in theaters that long and allow for word-of-mouth advertising to build, she said. “In my opinion, and according to our studies, Hollywood is leaving a great deal of money on the table,” Lindsey-Warren said.

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Hollywood Leaves ‘Great Deal of Money on the Table’ Regarding Movies Featuring Actors of Color, Baylor Expert Says

Baylor University Media and Public Relations  online

2017-10-16

Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, is featured in this story about the marketing of films built around actors of color. Movies that are built around actors of color and have appeal to consumers of color historically see a significant surge in box office ticket sales in weeks five through eight – if producers are willing to keep them in theaters that long and allow for word-of-mouth advertising to build, she said.

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Articles (1)

An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S. Journal of Advertising Research

J.P. James, Salem University; Tyrha Lindsey-Warren, Baylor University

2018-07-04

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities. The validity of ethnic-audience ratings measurement in the past has been questionable, predicating diminished multicultural-audience valuation. One result has been less spending in the ethnic broadcast-media landscape, which is hampered by media fragmentation. Using an analysis of Horowitz Research data, a nationally representative dataset that measures multicultural cable viewership, the authors examined the relationship between television viewership and multiculturalism, mediated by programmatic and media-fragmentation influences and covaried by demographics influences.

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