Dr Andrew Lindridge
Reader in Marketing
- Email: email@example.com
- Telephone: +44(0)203 752 2313
- Address: Newcastle University London
102 Middlesex Street
London, E1 7EZ
Andrew’s research interests focus on the marginalised consumer, i.e. consumers who feel unable or unwilling to identify with the consumer market, or who the market intentionally excludes owing to cultural, economic, political, religious, or social reasons. An interest that has led to researching marginalised consumers in Britain, China, France, India, and the United States on a variety of consumption topics ranging from: ethnic minorities and alcoholism, inter-generational rifts within ethnic minorities, and how David Bowie fans use his music to reimagine their own past. He is currently supervising five PhD students and has undertaken several management consultancy projects.
Andrew’s work has received numerous awards and his research has been funded by the ESRC. His research has appeared in a variety of refereed journals, including: The European Journal of Marketing, Journal of Business Research, and The Annals of Tourism. He has presented his research at a variety of conferences, including: The Association of Consumer Research (ACR), European Marketing Association Conference (EMAC) and Consumer Culture Theory (CCT).
Andrew is currently the Editor for Qualitative Market Research: An International Journal, and an Associate Editor for The Journal of Marketing Management.
Teaching is an important aspect of any academic’s work. Andrew has delivered through face to face teaching in Britain, France, Germany, Hong Kong, and Singapore, as well as long-distance learning for The Open University, and The University of Sunderland. He has previously taught at Manchester Business School and is currently employed at The Open University. He also holds or has held visiting academic positions in the UK, France, and Germany.
Andrew obtained his PhD from Warwick Business School.
Andrew's research focuses on consumer diversity within the areas of consumer behaviour and social marketing, with a focus on those who do not conform to the dominant societal ideal. Diverse consumers exist in several areas, including: ethnicity, migration, religion, sexuality, social class, and socio-economic status. Consequently, diverse consumers may be unable or unwilling to identify with the consumer market, or who the market intentionally excludes owing to cultural, economic, political, religious, or social reasons.
My research has focussed on diverse consumers ranging from cultural and religious minorities (Nigerians, African-Caribbean’s, South Asia, China, Hong Kong, and Taiwan), religion (Hindus, Muslims, and Sikhs), socio-economic deprivation (Glaswegian parents and their children’s oral health) to celebrity branding (how marginalised consumers buy into the market created celebrity). Research interests that fall within consumer behaviour and social marketing themes, leading to over 100 publications focussing on three themes: (i) Culture and Religion, (ii) Socio-Economic and (iii) Reimagining One’s Diversity.
I believe in creating creating a supportive learning environment that achieves three learning goals: (i) understanding and application, (ii) critical appraisal, and (iii) marketing ethics.
Understanding and application focusses on marketing concepts and encouraging students to consider the underpinning assumptions of the people / organisations who proposed them and their relevance. Typically, marketing students learn how to apply concepts with minimal understanding. My approach is to encourage students to consider marketing decisions within the wider socio-cultural context that will assist them in their future careers. Using historical marketing examples, students are encouraged to apply their marketing knowledge to the example and then reflect upon the consequences of the decisions made. An approach that stimulates both understanding and recognition of the difficulties in making marketing decisions.
Critical appraisal is an essential aspect of my teaching. In particular, students are encouraged through personal reflection, examples and statistical data to offer differing interpretations of the market. For example, the rise of neo-liberal economics and the unprecedented focus on consumption offers ample teaching opportunities. For example, the 1980s banking deregulation led to increased credit card usage, with statistics indicating that deprived socio-economic groups inherently hold credit card debt. Accompanying this deregulation was the emergence of exclusive brands. Students are encouraged to consider to the extent banking deregulation and the rise of the brand manipulate consumers’ self-esteem encouraging materialistic behaviours.
Marketing ethics encourages students’ to recognise marketing’s cultural, economic, political and social consequences. From a European perspective, marketing ethics is an important aspect of marketing. As future marketing managers, students should be able to articulate the consequences and rationale for their marketing decisions. In particular, marketing issues such as profit and market share versus public cost. One case study I encourage students to consider is The National Rifle Association of America (NRA). A pro-gun lobby who uses marketing to encourage children under 10 years old to become gun owners. (NRA achieves through marketing ‘pink’ coloured rifle for girls and for boys, a comic book with an animated talking gun).
- Bhogal A, Lindridge AM. Ephemeral Consumerism: Crossing Territories of the Indian Female Body. In: Association of Consumer Research Conference. 2017, San Diego, CA, USA.
- Lindridge AM, Beatty S, Northington WN. Drivers of Recreational Gambling and Game Preferences. Qualitative Market Research: An International Journal 2017. In Press.
- Eager T, Lindridge AM. ‘David Bowie is different and I can be different too: Enacting difference across identities’. In: Consumer Culture Theory Conference 2017. 2017, Anaheim, CA, USA: UCI Paul Merage School of Business.
- Khan A, Lindridge AM, Pusaksrikit T. Why some South Asian Muslims celebrate Christmas: Introducing 'Acculturation Trade-offs'. Journal of Business Research 2018, 82, 290-299.
- Lindridge AM. Closing the skills gap – the recurring challenge. HR Magazine 2016.
- Siebert A, Lindridge AM, Simoes C, Gopaldas A. ‘Consumer Emotionology: Toward a Framework for Socio-Cultural Consumer Research on Emotion’. In: Association of Consumer Research Conference. 2016, Berlin, Germany.
- Bhogal A, Lindridge AM. ‘Don’t freak, I’m sikh: embodiment, identity and social distancing Strategies of turbaned sikh males’. 2016.
- Walsh G, Lindridge A, Mitchell V-W, Kilian T. Investigating consumer confusion proneness cross-culturally: empirical evidence from the USA, Germany, and Thailand. International Journal of Markets and Business Systems 2016, 2(3), 226-242.
- Walsh G, Lindridge A, Mitchell V-W, Kilian T. Investigating Consumer Confusion Proneness Cross-Culturally: Empirical Evidence from the United States, Germany, and Thailand. In: 4th International Symposium “Governing Business Systems: Theories and Challenges for Systems Thinking in Practice”. 2016, Vilnius, Lithuania.
- Eager T, Lindridge AM. Resolving Contradictions in Human Brand Celebrity and Iconicity. In: Belk R, ed. Consumer Culture Theory. Wakefield: Emerald, 2016, pp.311-330.
- Eagar T, Beekhuyzen CJ, Lindridge AM. ‘The Influence of Product Category on Brand Identity’. 2016.
- Lindridge AM, Penaloza L, Worlu O. Agency and empowerment in consumption in relation to a patriarchal bargain: The case of Nigerian immigrant women in the UK. The European Journal of Marketing 2016, 50(9/10), 1652 - 1671.
- Visconti LM, Jafari A, Batamangeot C, Kipnis E, Lindridge AM, Peñaloza LN, Pullig C, Regany F, Ustundagli E, Weinberger MF. Consumer ethnicity three decades after: a TCR agenda. The Journal of Marketing Management 2014, 30(17-18), 1882-1922.
- Lindridge AM, Eager T. ‘Crossing the boundary between performance persona and the real person: David Bowie, semantics and an (apparent) dislike of racism’. 2015.
- Lindridge A. Market segmentation by ethnicity: is it really feasible?. In: Jamal,A;Laroche,M;Penaloza, L, ed. The Routledge Companion to Ethnic Marketing. London: Routledge Companions, 2015, pp.235-253.
- Davis L, Glenn R, Tesper W, Lindridge AM. ‘The Marijuana Marketplace: Cultural beliefs and its effect on legislation, the legitimate supply chain, and black markets’. In: 21st Cross Cultural Research Conference. 2015.
- Khan A, Pusaksrikit T, Lindridge AM. ‘Understanding Christmas through the lens of British Muslims’. In: Royal Bank International Research Seminar. 2015.
- Eager T, Lindridge AM. ‘What Ziggy Stardust and David Bowie tells us about celebrity and market emancipation?’. In: ‘The Stardom and Celebrity of David Bowie - a fantastic voyage’ conference. 2015, Melbourne.
- Lindridge AM, Henderson GR, Ekpo AE. (Virtual) ethnicity, the Internet, and well-being. Marketing Theory 2015, 15(2), 279-285.
- Eager T, Lindridge AM. ‘Becoming Iconic: David Bowie from Man to Icon’. 2014.
- Lindridge AM, Eager T. ‘Can celebrities ever escape their celeactor: The case of David Bowie and Ziggy Stardust’. In: Academy of Marketing. 2014.
- Lindridge AM, Dibb S, Vijaygopal R. ‘The manifestation of culture in product purchase: A cross-cultural comparison’. Journal of Marketing Analytics 2014, 2, 250-263.