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Dr Andrew Lindridge

Dr Andrew  Lindridge

Profile summary

  • Central Academic Staff
  • Senior Lecturer in Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • andrew.lindridge

Professional 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 Andrew’s research has focused on the marketing area of consumer behaviour and social marketing. In particular, surrounding the areas of culture, discrimination, ethnicity, migration and poverty, and how they manifest through differing aspects of consumption and marketing. 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 including The European Journal of Marketing, Journal of Business Research, and The Annals of Tourism. His research has been presented to global audiences at a variety of European and North American conferences, including the Association of Consumer Research (ACR), EMAC (European Marketing Association Conference) and Consumer Culture Theory (CCT) . Besides being a reviewer for a number of conferences and journals, he is the editor for Qualitative Market Research: An International Journal, an Associate Editor for The Journal of Marketing Management, and Book Review Editor for Westburn Publishing. p>

He contributes to the 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. Finally, Andrew currently manages the Open University’s Business Network’s Business Breakfast meetings

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.

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, , including developing empathy, critical thinking and using structuration theory. He has taught marketing at a variety of academic institutions in countries as varied as France, Germany, Hong Kong, Singapore and of course Britain.

Impact and engagement

Editor for Qualitative Market Research: An International Journal

Associate Editor for the Journal of Marketing Management

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 collaborations

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 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)

Research Activity

Research groups

NameTypeParent Unit
Institute for Social MarketingInstituteThe Faculty of Business and Law
International Management Practice, Education and Learning ThemeThemeThe Faculty of Business and Law


Agency and Empowerment in consumption in relation to a patriarchal bargain: the case of Nigerian immigrant women in the UK (2017)
Lindridge, Andrew M.; Penaloza, Lisa and Worlu, Omniprye
European Journal of Marketing ((In Press))
Do Gambling Game Choices Reflect a Recreational Gambler’s Motivations? (2017)
Lindridge, Andrew; Beatty, Sharon and Northington, William
Qualitative Market Research: an international journal ((In Press))
‘(Virtual) ethnicity, the Internet, and well-being (2015-06)
Lindridge, Andrew; Henderson, Geraldine Rosa and Ekpo, Akon E.
Marketing Theory, 15(2) (pp. 279-285)
‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust (2015-03-04)
Lindridge, Andrew and Eagar, Toni
Journal of Marketing Management, 31(5-6) (pp. 546-576)
The manifestation of culture in product purchase: A cross-cultural comparison (2014)
Lindridge, Andrew; Vijaygopal, Rohini and Dibb, Sally
Journal of Marketing Analytics, 2(4) (pp. 250-263)
Reading the body at von Hagen's body worlds (2013-01)
Goulding, Christina; Saran, Michael and Lindridge, Andrew
Annals of Tourism Research, 40 (pp. 306-330)
Applying an ecological model to social marketing communications (2013)
Lindridge, Andrew; MacGaskill, Susan; Gnich, Wendy; Eadie, Douglas and Holme, Ingrid
European Journal of Marketing, 47(9) (pp. 1399-1420)
Are we fooling ourselves when we talk about ethnic homogeneity? The case of religion and ethnic sub-divisions amongst Indians living in Britain (2010)
Lindridge, Andrew
Journal of Marketing Management, 26(5/6) (pp. 441-472)
Inalienable wealth and trauma resolution: an explanation of genealogy consumption (2010)
Lindridge, Andrew
Advances in Consumer Research, 38
Saving “face” in China: modernization, parental pressure, and plastic surgery (2008-12)
Lindridge, Andrew and Wang, Chunfang
Journal of Consumer Behaviour, 7(6) (pp. 496-508)
Cultural influences on emotional responses to on-line store atmospheric cues (2008-08)
Davis, Lenita; Wang, Sijun and Lindridge, Andrew
Journal of Business Research, 61(8) (pp. 806-812)
Social marketing with challenging target groups: smoking cessation in prisons in England and Wales (2008)
MacAskill, Susan; Lindridge, Andrew; Stead, Martine; Eadie, Douglas; Hayton, Paul and Braham, Mark
International Journal of Nonprofit and Voluntary Sector Marketing, 13(3) (pp. 251-261)
Parental Gate-keeping in Diasporic Indian Families: Examining the Intersection of Culture, Gender and consumption (2006-11)
Lindridge, Andrew M. and Hogg, Margaret K.
Journal of Marketing Management, 22(9-10) (pp. 979-1008)
Religiosity and the construction of a cultural-consumption identity (2005-05)
Lindridge, Andrew
Journal of Consumer Marketing, 22(3) (pp. 142-152)
Universal appeals with local specifications (2005-01)
Hsieh, Ming and Lindridge, Andrew
Journal of Product and Brand Management, 14(1) (pp. 14-28)
Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation (2005)
Lindridge, Andrew and Dhillon, Kamaldeep
Advances in Consumer Research, 32(1) (pp. 408-414)
Imagined multiple worlds: How South Asian women in Britain use family and friends to navigate the "border crossings" between household and societal contexts (2004-09)
Lindridge, Andrew M.; Hogg, Margaret K. and Shah, Mita
Consumption, Markets and Culture, 7(3) (pp. 211-239)
Is 'culture' a justifiable variable for market segmentation? A cross-cultural example (2003-03)
Lindridge, Andrew and Dibb, Sally
Journal of Consumer Behaviour, 2(3) (pp. 269-286)
Resolving Contradictions in Human Brand Celebrity and Iconicity (2016)
Eagar, Toni and Lindridge, Andrew
In: Thyroff, Anastasia E.; Murray, Jeff B. and Belk, Russell W. eds. Consumer Culture Theory. Research in Consumer Behavior (17) (pp. 311-330)
Publisher : Emerald
Religion and The SME (2010)
Lindridge, Andrew
In: Nwankwo, S. and Gbadamosi, A. eds. Entrepreneurship Marketing: Principles and Practice of SME Marketing
ISBN : 978-0415573757 | Publisher : Routledge | Published : London
Memories of pre- and post-migration consumption: better times or embodiments of a defensive mental state? (2012-10)
Lindridge, Andrew M.
In : Association of Consumer Research - Advances in Consumer Research (4 – 7 October 2012, Vancouver)
Conform or resist? Immigrant females and consumer empowerment (2012-08)
Worlu, Onyipreye and Lindridge, Andrew
In : 2012 AMS World Marketing Congress -- Cultural Perspectives in Marketing (28 Aug – 1 Sep 2012, Atlanta, GA, USA)
The relationship between motivation, self-control, and locus of control within gambling (2012)
Northington, William; Beatty, Sharon and Lindridge, Andrew
In : 41st AMS Annual Conference (15-20 May 2012, New Orleans)
HMS Titanic, Elvis Presley and Cadbury's Wispa Bar: an analysis of the consumption of trauma (2011)
Lindridge, Andrew
In : Consumer Culture Theory Conference 6 (7-10 July 2011, Evanston, IL, USA)
Power dynamics in immigrant families in Britain and its effect on consumption (2010)
Onyipreye, E. and Lindridge, A. M.
In : Association of Consumer Research (Oct 2009, Pittsburgh) (pp. 790-791)
Consumption as a tool of cultural resistance against patriarchy: the case of first generation Nigerian women living in Britain (2010)
Worlu, Omnipreye and Lindridge, Andrew
In : European Association of Consumer Research Conference (30 June - 3 July 2010, Egham, UK)
Children’s oral health services and socio-economic deprivation: theory of reasoned action in social marketing (2010)
Lindridge, Andrew; McGaskill, Susan; Ali, Haider; Holme, Ingrid and Eadie, Douglas
In : 39th EMAC Conference (01-04 Jun 2010, Copenhagen)
Power dynamics in immigrant families in Britain and its affect on consumption (2009)
Ekperi, Onyipreye and Lindridge, A.
In : Immigration, Consumption and Markets Conference (June 2009, Lille, France)
Acculturation, religion and consumption in normativepolitical ideolo (2009)
Lindridge, A. M.
In : Association of Consumer Research (October 2008, San Fransico)
Where's the harm? A social marketing approach to reframing 'problem' drinking cultures (2009)
Carrigan, M.; Lindridge, Andrew; MacAskill, S.; Eadie, D.; Gordon, R. and Heim, D.
In : 38th European Marketing Academy Conference (May 26-29 2009, Audencia, Nantes)
Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British White cardiac patients (2007-05)
Ali, Haider and Lindridge, Andrew
In : 36th EMAC 2007 (22 - 25 May 2007)
Cultural sensitivity and its implications for social support in social marketing: the case of British Pakistani and British white cardiac attack patients (2007)
Ali, Haider and Lindridge, Andrew
In : 36th EMAC conference (June 2007, Rejkjavik)
Materialism and reference group influence on the preference for Western culture through the consumption of Western branded clothing (2007)
Lindridge, Andrew; Cui, Charles C. and Chi, Mai
In : Twelfth Cross Cultural Research Conference (12-15 Dec 2007, Honolulu)
Social marketing and the implementation of smoking cessation in prisons in England and Wales (2007)
McGaskill, S.; Lindridge, A.; Eadie, D.; Hayton, P. and Braham, M.
In : 36th European Marketing Academy Conference (22-25 May 2007, Reyjkavik)
Comparative analysis of mental health promotion policies (2009)
Lindridge, Andrew
Mental Health Environments Project and The Mental Health Foundation, London.
Keeping the faith: spirituality and recovery from mental health problems (2007-11)
Lindridge, Andrew
Mental Health Foundation, London, U.K..