Research Mentor Information
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Primary Research Mentor Name: Ashley N Johns
Research Mentor Preferred Pronouns: She/her
When potential research assistants are reaching out via email, what is your preferred honorific?: Ms.
Contact Email (FSU Email if affiliated): ajohns@fsu.edu
Position Title: Graduate Student
Faculty Advisor Name: {Empty}
Faculty Advisor's FSU Email: {Empty}
FSU College (if applicable): Communication and Information
FSU Department or Non-FSU Organization Affiliation: School of Communication
Headshot (optional): https://cre.fsu.edu/system/files/webform/urop_project_proposal_portal/8661/IMG_0887.JPG

Additional Research Mentor(s)
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Research Assistant Supervisor (if different from above): {Empty}
Research Assistant Supervisor Preferred Pronouns: {Empty}
Research Assistant Supervisor Preferred Honorific?: {Empty}
Contact Email (FSU Email if affiliated): {Empty}
Name of Other Faculty/Collaborator(s) (if applicable): Sindy
Other Faculty/Collaborator(s) Preferred Pronouns: Chapa
Other Faculty/Collaborator(s) Preferred Honorific?: Dr.
Contact Email (FSU Email if affiliated): sindy.chapa@cci.fsu.edu

Overall Project Details
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Title of the Project: The impact of brand activism advertising on consumer perceptions and behaviors of hedonic brands compared to utilitarian brands
Project Keywords: brand activism, advertising, marketing, consumer perceptions, communication
Are you currently looking for research assistants?: No
Number of Research Assistants Needed : 2
Relevant Research Assistant Major(s):
Open to all majors
Media Communication Studies
Advertising
Public Relations
Marketing

Project Location:: On FSU Main Campus
If the project location is off campus, does the research assistant(s) need to provide their own transportation?: {Empty}
Please select the choice that most accurately describes your expectations for the research assistant(s):: Partially Remote
Approximately how many hours a week would the research assistant(s) need to work?: 5-7 hours per week, flexible schedule
Roughly what time frame do you expect research assistant(s) to work?: Flexible schedule (Combination of business and outside of business. TBD between student and research mentor.)
Overall Research Project Description:
This project seeks to understand how brand activism advertising impacts consumer perceptions of and behaviors toward hedonic brand products and utilitarian brand products. 

This project seeks to answer the following questions:
-Are consumers more likely to be aware of a hedonic product brand’s activism than a utilitarian product brand’s activism?
-How does brand activism play a role in how we purchase hedonic product brands compared to how we purchase utilitarian product brands?
-Is there a preference for a product brand based on activistic tendencies?
-Will this differ between hedonic product brands and utilitarian product brands?
-Will individuals be willing to pay more for a product from an activist brand compared to a non-activist brand?
-Will this differ between hedonic product brands and utilitarian product brands?


Research Tasks:
Literature Review, Research Design, Data Analysis

Skills that research assistant(s) may need::
Required: Completing CITI Subject Training within the first week of assistantship

Students will be expected to have knowledge of OR be willing to learn about: navigating library resources and database, utilizing online resources for research (i.e. Research Rabbit, Google Scholar), using Qualtrics

Mentoring Philosophy:
Mentoring is a two-way relationship between mentor and mentee. I aim for mentees' to share and establish their interest to guide their part in the project as much as possible.   My mentor philosophy includes:
(1) Establishing mentees' baseline understanding before identifying their goals 
(2) Developing a relationship founded on mutual respect 
(3) Creating a safe environment in which mentees feel that is acceptable to fail and learn from their mistakes and feel comfortable to be themselves
(4) Creating an interactive environment for learning
(4) Balancing accountability with empathy and understanding that life happens
(5)  Promoting learning through inquiry and encouraging growth through challenges

Please provide a link to your publications, a video clip, or a website for your research project (if applicable):: {Empty}
Please add any additional information here (if applicable)::
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UROP Program Elements
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Mentor Handbook, FAQs, and Communication: Yes
UROP Performance Evaluation: Yes
Materials Grant: Yes
UROP Poster Presentation: Yes
Faculty Advisor Confirmation: {Empty}

Are you interested in attending in a UROP Research Mentor Workshop Series?: Yes
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Year: 2023
update url: https://cre.fsu.edu/urop-research-mentor-project-submission-portal?token=Y1MeyxDwcCLmmZUyjBQfwVExGx5UCAhV8E_kQtQUpuo