Tyrha Lindsey-Warren, Ph.D.
Clinical Associate 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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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.
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 (20)
Flourishing in Family & Faith: Waco film fest marks 4th year
Waco Tribune-Herald online
2023-01-25
Baylor clinical marketing professor Tyrha Lindsey-Warren, Ph.D., already is thinking about the fifth anniversary of the Waco Family & Faith International Film Festival, which she founded and produces, but the fourth arrives next week and it’s not one to overlook.
Dr. Tyrha Lindsey-Warren Of Baylor University Receives The 2022 "ATHENA Leadership Award®" Presented By The Greater Waco Chamber Of Commerce
PR Log online
2022-12-08
Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing and the director of industry relations and experiential learning at Baylor’s Hankamer School of Business, was announced as the recipient of the 2022 ATHENA Leadership Award® presented by the Greater Waco Chamber of Commerce.
The Marketing Ethnic Faculty Association Hosts Its 14th Annual Conference, "Reuniting Agents of Change"
PR log online
2022-08-18
Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing and faculty director of industry relations and experiential learning at Baylor’s Hankamer School of Business, is president of the Marketing Ethnic Faculty Association (MEFA), a national professional membership organization that services and supports the diverse needs of marketing academics and researchers of color.
Edgy ad campaign for Christian TV series gets mixed reviews
The Boston Globe online
2022-05-19
Tyrha Lindsey-Warren, clinical assistant professor of marketing, is quoted in this article about a controversial ad campaign using “defaced” billboards in Boston and other cities to draw attention to “The Chosen,” a popular TV series about the life of Jesus.
Business Review: Valuing Audiences of Color
KWBU-FM online
2022-05-12
AUDIO: Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing, studies ethnic programming and audiences of color, finding that media planners and advertisers historically have devalued ethnic programming. Her research shows the value of consumers of color in the marketplace.
Baylor advertising students get hands-on experience with local non-profits and businesses
KWTX-TV online
2022-04-26
VIDEO: Some local nonprofits and businesses are getting a helping hand with free marketing solutions and advertising ideas thanks to a hands-on approach in a Baylor marketing and advertising class, led by. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing. Lindsey-Warren and Gabriella Ciesla, Baylor junior marketing student, were interviewed.
Waco Family & Faith Film Festival celebrates third year in new home
Waco Tribune-Herald online
2022-02-02
Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing and founder of the Waco Family & Faith Film Festival, explains why she started the festival. Robert Darden, professor in the department of journalism, public relations and new media, is featured in the documentary “A Life’s Work,” which was shown at the festival.
Waco's stages bring Shakespeare, Billie Holiday, Tennessee Williams to life with weekend productions
Waco Tribune-Herald online
2021-06-16
Waco theaters will welcome back audiences with four productions on the stage, including Waco vocalist and Baylor marketing professor Tyrha Lindsey-Warren, Ph.D., paying homage to Billie Holiday in “Lady Day at Emerson's Bar and Grill” at Waco Civic Theatre.
Waco Family and Faith International Film Festival Celebrates Storytellers from Around the World
Baylor Media and Public Relations online
2021-02-04
In celebration of artistic creativity, spirituality and storytelling, the 2021 Waco Family & Faith International Film Festival will screen 65 national and international films Feb. 4-7.
Waco Family & Faith Film Fest goes drive-in on return
Waco Tribune-Herald online
2021-02-03
Waco Family & Faith International Film Festival founder Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing with extensive background in film, theater and marketing, is quoted about the return of the annual festival, but with movies on a new set of screens, including drive-ins.
California begins curfew to curb COVID-19
Voice of America International Edition online
2020-11-22
AUDIO: Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing, is interviewed about "Wonder Woman 1984" being released on HBOMax and its impact on the film industry, as well as if streaming movies can do enough to help Hollywood movie studios during the pandemic. The interview begins at 25:10.
The Marketing Ethnic Faculty Association Announces Its New Leadership
PRLOG online
2020-08-06
Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing, Hankamer School of Business, has been selected as the President of the Marketing Ethnic Faculty Association, a professional organization that supports the needs of marketing academics and researchers of color.
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.”
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.
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.
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.
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.
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.
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.
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.
Articles (1)
An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
Journal of Advertising ResearchJ.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.
