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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 (16)

Apple, Dove and Walmart Lead Top-10 List of Brands That Master “Empowered Storytelling” During Pandemic, Baylor Ad Expert Says

Baylor Media and Public Relations  online

2020-04-22

Baylor University marketing professor and advertising expert, Tyrha Lindsey-Warren, Ph.d., has created a list of brands and commercials she says are “stellar examples of empowered storytelling” during this time of pandemic. Lindsey-Warren is recognized for her research into consumer behavior and attitudes, multicultural media, and has coined the term “empowered storytelling,” a designation she applies to advertisements that are “motivational and encouraging, altruistic and communal in nature.”

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Meet Dr. Tyrha M. Lindsey-Warren of Waco Family & Faith International Film Festival in Waco

Voyage Dallas  online

2020-02-25

Q&A with Baylor marketing professor Tyrha Lindsey-Warren, Ph.D., founder of the Waco Family & Faith International Film Festival which leveraged the power of storytelling to open hearts and minds, brought the Waco community together and positively impacted the film industry by presenting more diverse voices.

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Waco Family & Faith International Film Festival Announces Its First Cinematic Award Winners

MovieDebuts.com  online

2020-02-11

The inaugural Waco Family & Faith International Film Festival, founded by Baylor marketing professor Tyrha M. Lindsey-Warren, Ph.D., played to sold-out audiences and announced its first cinematic award winners.

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Morning Buzz: Waco Family & Faith Int. Festival

KWTX-TV  radio

2020-02-05

VIDEO: Baylor marketing professor Tyrha Lindsey-Warren, Ph.D., founder and organizer of the Waco Family & Faith International Film Festival, is interviewed on the Morning Buzz about this weekend’s inaugural festival.

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Reel Values: Waco Family & Faith Film Fest debuts at Hippodrome

Waco Tribune-Herald  online

2020-02-05

For Waco Family & Faith International Film Festival founder and organizer and Baylor marketing professor Tyrha Lindsey-Warren, Ph.D., this weekend’s inaugural festival is the culmination of more than a year’s planning, all meant for the encouragement of family- and faith-friendly movie making and with an eye to help build those audiences.

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Waco Family & Faith International Film Festival Launches with the Goals to Empower the Creative Spirit and Celebrate All

Digital Journal  online

2020-01-28

"Storytelling and imagery through movies truly matter in our society, especially when it comes to positively changing the perspectives (and behaviors) of how we all view each other as fellow human beings on this planet," says Baylor marketing professor Tyrha M. Lindsey-Warren, Ph.D., founder and lead producer of the Waco Family & Faith International Film Festival Feb. 6-8.

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Conversations with Creative Waco - Dr. Tyrha Lindsey-Warren

KWBU-FM  radio

2020-01-24

AUDIO: Conversations with Creative Waco features an interview with Baylor marketing professor Tyrha Lindsey-Warren, Ph.D., founder of the Waco Family and Faith International Film Festival.

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Business Review - Valuing Audiences of Color

KWBU-FM  radio

2020-01-02

AUDIO: On this episode of Business Review, Baylor clinical marketing professor Tyrha Lindsey-Warren, Ph.D., discusses how marketers – who historically have devalued ethnic programming – can value audiences of color.

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Family and Faith Film Festival makes February debut

Waco Tribune-Herald  online

2019-12-18

Waco film fans will have two homegrown film festivals for 2020 with the debut of the Waco Family & Faith International Film Festival – the brainchild of Baylor marketing professor Tyrha Lindsey-Warren, Ph.D. – planned for Feb. 6-8 at the Waco Hippodrome and a half dozen community sites.

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Multicultural Millennials Respond Positively to Health ‘Edutainment,’ Baylor Marketing Research Says

Baylor Office of Media and Public Relations  online

2019-09-19

Storytelling that educates and entertains – aka “edutainment” – is a powerful communications tool that can lead to positive health-related changes among multicultural millennials, according to a new marketing study led by Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business. “With so many millennials – in the scope of this study, multicultural millennials – watching so many screens, there is great opportunity to generate information and increase products and services geared towards health-oriented behavior,” Lindsey-Warren said.

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Expert: Tyrha Lindsey-Warren, Clinical Assistant Professor of Marketing

Baylor Connections  radio

2019-07-12

On this episode of Baylor Connections, host Derek Smith interviews Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, who shares insights gleaned from her time in entertainment and education about empowered storytelling - from the movies people watch to the ads they consume - and the impact of word of mouth on consumer behavior. Baylor Connections is a weekly radio program/podcast that introduces the people behind Baylor’s teaching, research and distinct role in higher education.

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Empowered Storytelling Geared Toward Women Is a Winning Combo for Super Bowl Ads, Baylor Expert Says

Baylor Media and Public Relations  online

2019-01-30

Television advertisers who have chosen to appeal to women fans and viewers during this weekend’s Super Bowl have committed their millions of dollars to a wise strategy, according to a Baylor University marketing and advertising expert. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, studies consumer behavior and attitudes, multicultural media and advertising, and movies and entertainment. Each year, she and her students analyze the Super Bowl ads. And each year, she said, she sees more ads geared toward women.

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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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