The research project aimed at identifying the limiting beliefs of faculty members at a technological university in southern Sonora, Mexico, about research and scientific production. This qualitative study used the methodology part of the symbolic interactionism perspective, as well as open-ended qualitative interviews with 10 full-time professors chosen through the homogeneous cases technique. The following categories emerged from the information analysis: Research as a consequence/function of time, lack of motivation towards research, and research training needs. Within these categories, time was considered as scarce; regarding motivation, the lack of institutional support was salient and, in regard of training, the scarce opportunities for training were highlighted by the participant researchers. It is reasonable to conclude that such limiting beliefs should be re-signified through reflective processes promoted by the university, whether they are beliefs with or without support, given that the most important thing is to motivate their scientific work linked to their social responsibility. An important recommendation is to continue deepening in this subject to derive concrete actions that stimulate the interest and dedication of university professors towards the production of regional science and technology. [ABSTRACT FROM AUTHOR]