UROP Project
Trusting the Machine? Uncertainty Avoidance and Consumer Perceptions of AI in Marketing Communication
Uncvertanty Avoidace, Risk, Consumers, Technology
Research Mentor: Sindy Chapa, She
Department, College, Affiliation: Center for Hispanic Marketing Communication, Communication and Information
Contact Email: schapa@fsu.edu
Research Assistant Supervisor (if different from mentor): Sofia Otto She
Research Assistant Supervisor Email: smo20bb@fsu.edu
Faculty Collaborators:
Faculty Collaborators Email:
Department, College, Affiliation: Center for Hispanic Marketing Communication, Communication and Information
Contact Email: schapa@fsu.edu
Research Assistant Supervisor (if different from mentor): Sofia Otto She
Research Assistant Supervisor Email: smo20bb@fsu.edu
Faculty Collaborators:
Faculty Collaborators Email:
Looking for Research Assistants: Yes
Number of Research Assistants: 2
Relevant Majors: Open to all majors
Project Location: On FSU Main Campus
Research Assistant Transportation Required: No, the project is remote Remote or In-person: Partially Remote
Approximate Weekly Hours: 4-10, Flexible schedule (Combination of business and outside of business. TBD between student and research mentor.)
Roundtable Times and Zoom Link:
Not participating in the roundtable
Number of Research Assistants: 2
Relevant Majors: Open to all majors
Project Location: On FSU Main Campus
Research Assistant Transportation Required: No, the project is remote Remote or In-person: Partially Remote
Approximate Weekly Hours: 4-10, Flexible schedule (Combination of business and outside of business. TBD between student and research mentor.)
Roundtable Times and Zoom Link:
Not participating in the roundtable
Project Description
The purpose of this study is to examine the role of uncertainty avoidance in shaping consumer acceptance of artificial intelligence in marketing communication across Latin America and the United States. The study will also evaluate the reliability and validity of a scale designed to measure uncertainty avoidance across cultures. By understanding how cultural values influence trust and attitudes toward AI, the research will contribute to both cross-cultural theory development and marketing practiceResearch Tasks: Conduct literature reviews on uncertainty avoidance, culture, artificial intelligence, and marketing communication.
Search for, read, and summarize academic journal articles and industry reports.
Assist in evaluating and refining a scale designed to measure uncertainty avoidance across cultures.
Help develop survey questionnaires and research materials.
Recruit study participants and assist with survey distribution.
Organize, clean, and enter research data.
Assist with basic statistical analysis and interpretation of results.
Help prepare tables, figures, presentations, and research reports.
Attend regular one-on-one meetings with the faculty mentor to discuss progress and research findings.
Participate in research discussions and contribute ideas and questions.
Skills that research assistant(s) may need: Curiosity and enthusiasm for learning
Interest in culture, consumer behavior, marketing, communication, or artificial intelligence
Strong reading and writing skills
Ability to summarize academic articles and reports
Attention to detail and accuracy
Good organizational and time-management skills
Ability to work independently and meet deadlines
Basic computer skills, including Microsoft Word, Excel, and PowerPoint
Willingness to participate in discussions and share ideas
Strong interpersonal and communication skills
Commitment to learning research methods and data analysis