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Dr Andrew Lindridge

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Senior Lecturer in Marketing

You can email Dr Andrew Lindridge directly; but for media enquiries please contact a member of The Open University's Media Relations team.

Staff profile

See below for Dr Andrew Lindridge's:

Biography

Andrew is a Senior Lecturer in Marketing and joined The Open University Business School in 2006, where he is currently involved in the School's undergraduate and MBA degree programmes.

Since 1997 his research has focused on the examination of the tensions which arise from acculturation, culture, ethnicity and consumption. This research interest is at both a national and international perspective involving research in a number of countries including China, India, Hong Kong, Malaysia, Taiwan, the UK and the USA. His current research interests continue to investigate culture and consumption related issues and have included research on black identity amongst Afro-Caribbean youths living in Britain; wedding dowries in India as a medium for culturally-laden conspicuous consumption; plastic surgery and consumption of the body as a metaphor for modernisation in China; and the role of consumption in culturally marginalized South Asian Muslim and Sikh communities in the UK. More recently his research has begun to question the implications of peoples' socio-economic exclusion from consumption and its affect on societal cohesion.

Andrew's work has appeared in a variety of refereed journals and his research has been presented to global audiences at a variety of European and North American conferences. Besides being a reviewer for a number of conferences and journals, he is also a member of the editorial board of the journal Doing Business across Borders. He contributes to the Open2.net blog accompanying the Money Programme - see his views on the world of male dieting. His research work in culture, ethnicity and consumption has also led him into a variety of consultancy projects.

 

Teaching interests

 Teaching is a central aspect of being an academic, ensuring that students are offered an exciting learning experience. This is achieved by using a variety of examples that appear to be mundane but reveal a variety of interesting justapositions that challenge the student's perspective of marketing.

Research interests

Research interests represent two research themes. First, the relationships between ethnic groups, differing cultures and how they interact and their affect on consumer behaviour. Particular emphasis being on how these issues affect and are used to construct self/social identities among ethnic/racial groups. Within this research area, current interests lie in the role of consumption exclusion and its affect on cultural identities, mental ill health, racism and social exclusion.

 

The second research theme explores issues surrounding socio-economic deprivation on the ability to consume, and how this impacts individuals as consumers, community members and citizens. In particular, the wider social and personal consequences experienced by consumers who cannot afford to engage with a consumer driven society.

Impact and engagement

Book Review Editor for Westburn Publishing

Research publications have resulted in two awards:

Hsieh, M. - H. and Lindridge, A. M. (2005) Universal appeals with Local spec,Journal of Product and Brand Management, Vol. 14, no. 1, pp. 14 -29 Awarded Merit Award for contribution to Marketing Lindridge, A. M. and Dhillon, K. (2002) The role of possessions in perpetuating marginality the case of British Indians, presented at The Academy of Marketing Sciences Cross-Cultural Marketing Conference, Valencia, Spain -Best Paper award in Consumer Behaviour Tracks

External contributions

Researching and writing the report - ‘Keeping the faith: Spirituality and mental health recovery from mental health problems. (ii)An investigative study into mental health provision within Europe and its compliance with various international regulations and standards of service provision. Resulted in the European Indicators Report. Tilda Rice Ltd (i)Developing a profile of European ethnic minorities and helping to develop a European marketing wide strategy to capitalise on the findings. Investigating marketing opportunities amongst Bradford’s Pakistani population.

International collaborations

 International research partnerships, working on a variety of projects with:

(i) Professor Lisa Penaloza, EDHEC Business School (France)

(ii) Professor Sharon Beatty, University of Alabama (USA)

(iii) Professor Lenita Davis, University of Alabama (USA)

Areas of expertise

  • consumer behaviour
  • social marketing

Research student supervision

Publications

Journal papers
Lindridge, A, MacGaskill, S, Ginch, W, Eadie, D  (2013)  'Applying an ecological model to social marketing communications', The European Journal of Marketing, pp. (In press). Abstract
Goulding, C, Saran, M, Lindridge, A  (2013)  'Reading the body at von Hagen's body worlds', Annals of Tourism Research, vol. 40, pp. 306-330. Abstract
Lindridge, AM  (2010)  'Are we fooling ourselves when we talk about ethnic homogeneity? The case of religion and ethnic sub-divisions amongst Indians living in Britain', Journal of Marketing Management, vol. 26, issue 5/6, pp. 441-472. Abstract
Lindridge, AM  (2010)  'Inalienable wealth and trauma resolution: an explanation of genealogy consumption', Advances in Consumer Research, vol. 38. Abstract
Davis, LM, Wang, S, Lindridge, AM  (2008)  'Cultural influences on emotional responses to on-line store atmospheric cues', Journal of Business Research, vol. 61, issue 8, pp. 806-812. Abstract
Lindridge, AM, Wang, C  (2008)  'Saving "face" in China: modernization, parental pressure, and plastic surgery', Journal of Consumer Behaviour, vol. 7, issue 6, pp. 496-508. Abstract
MacAskill, S, Lindridge, AM, Stead, M, Eadie, D, Hayton, P, Braham, M  (2008)  'Social marketing with challenging target groups: smoking cessation in prisons in England and Wales', International Journal of Nonprofit and Voluntary Sector Marketing, vol. 13, issue 3, pp. 251-261. Abstract
Lindridge, AM, Hogg, MK  (2006)  'Parental Gate-keeping in Diasporic Indian Families: Examining the Intersection of Culture, Gender and consumption', Journal of Marketing Management, vol. 22, issue 9-10, pp. 979-1008. Abstract
Lindridge, AM, Dhillon, K  (2005)  'Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation', Advances in Consumer Research, vol. 32, issue 1, pp. 408-414. Abstract
Lindridge, AM  (2005)  'Religiosity and the construction of a cultural-consumption identity', Journal of Consumer Marketing, vol. 22, issue 3, pp. 142-152. Abstract
Hsieh, M-H, Lindridge, AM  (2005)  'Universal appeals with local specifications', Journal of Product and Brand Management, vol. 14, issue 1, pp. 14-28. Abstract
Lindridge, AM, Hogg, MK, Shah, M  (2004)  'Imagined multiple worlds: How South Asian women in Britain use family and friends to navigate the "border crossings" between household and societal contexts', Consumption, Markets and Culture, vol. 7, issue 3, pp. 211-239. Abstract
Lindridge, AM, Dibb, S  (2003)  'Is 'culture' a justifiable variable for market segmentation? A cross-cultural example', Journal of Consumer Behaviour, vol. 2, issue 3, John Wiley & Sons, Ltd., pp. 269-286. Abstract
Lindridge, AM  (2002)  'Patriarchy in family decision-making: a cross-cultural comparison', International Journal of Applied Marketing, vol. 1, issue 1, pp. 01/03/25.
Nwankwo, S, Lindridge, AM  (1998)  'Marketing to Ethnic Minorities in Britain', Journal of Marketing Practice: Applied Marketing Science, vol. 4, issue 7, Emerald, pp. 200-216.
Book chapters
Lindridge, AM  (2010)  'Religion and The SME', Entrepreneurship Marketing: Principles and Practice of SME Marketing, London, Routledge.
Lindridge, AM  (2005)  'Various definitions provided and presented', Littler, D (ed.) The Blackwell Encyclopedia of Management: Marketing, 2nd edition, Blackwell Publishing.
Lindridge, AM  (2002)  'Marketing segmentation in multi-cultural settings', Rugimbana, R and Nwankwo, S (eds) Issues in Cross-Cultural Marketing, London, Thompson, pp. 77-90.
Reports
Lindridge, AM  (2008)  'European Structural Indicators and Mental Health', Report prepared for the Mental Health Foundation.
Conference papers
Worlu, O, Lindridge, A  (2012)  'Conform or resist? Immigrant females and consumer empowerment', 2012 AMS World Marketing Congress -- Cultural Perspectives in Marketing, Atlanta, GA, USA. Abstract
Lindridge, AM  (2012)  'Memories of pre- and post-migration consumption: better times or embodiments of a defensive mental state?', Association of Consumer Research - Advances in Consumer Research, Vancouver. Abstract
Northington, W, Beatty, S, Lindridge, A  (2012)  'The relationship between motivation, self-control, and locus of control within gambling', 41st AMS Annual Conference, New Orleans.
Lindridge, A  (2011)  'HMS Titanic, Elvis Presley and Cadbury's Wispa Bar: an analysis of the consumption of trauma', Consumer Culture Theory Conference 6, Evanston, IL, USA. Abstract
Lindridge, AM, McGaskill, S, Ali, HA, Holme, I, Eadie, D  (2010)  'Children’s oral health services and socio-economic deprivation: theory of reasoned action in social marketing', 39th EMAC Conference, Copenhagen. Abstract
Worlu, O, Lindridge, AM  (2010)  'Consumption as a tool of cultural resistance against patriarchy: the case of first generation Nigerian women living in Britain', European Association of Consumer Research Conference, Egham, UK. Abstract
Ekperi, O, Lindridge, AM  (2010)  'Power dynamics in immigrant families in Britain and its effect on consumption', Association of Consumer Research, vol. 37, Pittsburgh. Abstract
Lindridge, AM  (2009)  'Acculturation, religion and consumption in normative political ideolo', Advances in Consumer ResearchAssociation of Consumer Research, vol. 36, issue 1, San Fransico, pp. 16-19.
Ekperi, O, Lindridge, AM  (2009)  'Power dynamics in immigrant families in Britain and its affect on consumption', Immigration, Consumption and Markets Conference, Lille, France.
Carrigan, M, Lindridge, AM, MacAskill, S, Eadie, D, Gordon, R, Heim, D  (2009)  'Where's the harm? A social marketing approach to reframing 'problem' drinking cultures', 38th European Marketing Academy Conference, Audencia, Nantes. Abstract
Ali, HA, Lindridge, AM  (2007)  'Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British white cardiac attack patients', 36th EMAC conference, Rejkjavik.
Ali, HA, Lindridge, AM  (2007)  'Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British White cardiac patients', 36th EMAC 2007. Abstract
Lindridge, AM, Cui, C, Chi, M  (2007)  'Materialism and reference group influence on the preference for Western culture through the consumption of Western branded clothing', Twelfth Cross Cultural Research Conference, Honolulu. Abstract
McGaskill, S, Lindridge, AM, Eadie, D, Hayton, P, Braham, M  (2007)  'Social marketing and the implementation of smoking cessation in prisons in England and Wales', 36th European Marketing Academy Conference, Reyjkavik.
Lindridge, AM  (2007)  'Where do I come from?' The cultural consumption of genealogy in a post-modern world', Culture and Marketing Conference, Toronto, June.
Lindridge, AM, Davis, LM, Ekperi, O  (2005)  'It’s all about the bling bling: hip hop culture and its effect on brand selection and consumption across cultures', 11th Cross Cultural Research Conference, Cancun, Mexico, 11-14 December.
Lindridge, AM  (2004)  'Social status renegotiation through 'hidden dowry': an ethno-consumerist analysis of Indian weddings', EMAC, Murcia, Spain.
Lindridge, AM  (2003)  'Religion as an acculturation agent and its relationship to consumption', European Academy of Consumer Research, Dublin.
Lindridge, AM  (2003)  'Segmentation and ethnic minorities: a case of "Never the twain shall meet?', AMS Special Interest Group - Market Segmentation, University of Warwick.
Lindridge, AM  (2002)  'The British onion bhaji: a conceptual model for product development and subsequent positioning', Academy of Marketing Sciences Cross-cultural Marketing Conference, Valencia, Spain.
Lindridge, AM, Shah, M, Hogg, MK  (2002)  'Exploring multiple identities among British South Asian women consumers: an ethno-consumerist approach', European Marketing Academy Conference (EMAC), Bilbo, Portugal.
Lindridge, AM  (2002)  'Religion's affect on consumption: the case of British Indians'', Customer Research Academy Workshop Series.
Lindridge, AM, Dhillon, K  (2002)  'The role of possessions in perpetuating marginality - the case of British Indians', Academy of Marketing Sciences Cross-cultural Marketing Conference, Valencia, Spain.
Lindridge, AM  (2001)  'The role of family in consumer behaviour: a cross-cultural study between Asian Indians, British Caucasians and British Indians', 10th Biennial World Marketing Congress, Cardiff.
Other
Lindridge, AM  (2009)  'Comparative analysis of mental health promotion policies', London, Mental Health Environments Project and The Mental Health Foundation.
Lindridge, AM  (2009)  'Tele-wars: the next chapter', issue 17/02/10, Blog for the BBC's The Money Programme.
Lindridge, AM  (2008)  'Marketing the nationalised', issue 29/10/10, Blog for the BBC's The Money Programme.
Lindridge, AM  (2007)  'Don't mention the "D word', issue 08/03/10, Blog for the BBC's The Money Programme.
Lindridge, AM  (2007)  'Keeping the faith: spirituality and recovery from mental health problems', London, U.K., Mental Health Foundation, pp. 73. Abstract
Lindridge, A  (2007)  'Keeping the faith: spirituality and recovery from mental health problems', London, U.K., Mental Health Foundation. Abstract