Poster Artificial Intelligence Business & Management

Research Poster: Consumer Response to AI - The Role of Culture and AI Empathy

My project explores how chatbot agreeableness shapes consumer trust, empathy, warmth, and acceptance across cultures. Using a validated survey, I extend the Technology Acceptance Model to offer insights for designing adaptive, consumer-focused AI. See my research poster below!

Sep 30, 2025

Katie Ella McGowan

Student, University of Leeds

Liked by Luca Whittle

I am delighted to share my Laidlaw Research Poster: Consumer Response to Artificial Intelligence: The Role of Culture and AI Empathy.

This project investigates how chatbot agreeableness shapes consumer perceptions: trust, warmth, competence, empathy, anthropomorphism, and ultimately influences behavioural intentions. Importantly, it examines how these effects vary across cultural contexts (individualist vs. collectivist), addressing the limitations of over-reliance on single-country samples.

Through a literature review, survey design, and scenario development, I extended the Technology Acceptance Model (TAM) by embedding psychological constructs and cultural factors, creating a robust framework for studying adaptive, consumer-centred AI.

I am grateful to the Laidlaw Foundation for enabling this research journey and to Prof. Aristeidis Theotokis for his guidance.

Katie Ella McGowan (She/Her)

Student, University of Leeds

Hi, I’m Katie McGowan, a Psychology undergraduate at the University of Leeds and a 2025 Laidlaw Scholar.

My academic interests centre around human behaviour, social influence, and cultural psychology. This summer, I’m researching how cultural background and perceived empathy in artificial intelligence influence consumer trust — a project that brings together my fascination with social psychology and cross-cultural dynamics.

Outside of academia, I’m passionate about women’s rights, youth leadership, and community impact. I’ve volunteered with organisations including Let Me Know (LMK) and Jewish Women’s Aid (JWA), helping to raise awareness around healthy relationships and gender-based violence. I’m also a Holocaust Educational Ambassador, committed to promoting dialogue, reflection, and education around collective memory and human rights.

I currently serve as a School Representative for Psychology, advocating for students and working with staff to ensure that student feedback leads to meaningful change. Leadership, empathy, and representation are values that guide everything I do.

Outside of my academic and voluntary work, I love travel and adventure — I hold an Advanced Open Water Scuba Diving certification, and I’m always looking for new ways to explore both above and below the surface.

I'm especially interested in how research and leadership can create real-world change, and I’m always open to connecting with others who share those goals.