Pete Zhou

Pete Zhou is a doctoral candidate in marketing at the University of Arizona's Eller College of Management. Pete's research interests lie at the intersection of artificial intelligence, technology, social influence, diversity, equity, inclusion, and belonging (DEIB). Using observational, experimental, and computational methods, a significant portion of his work investigates three pillar questions: who is using AI? How do we interact with AI systems? And what kind of evaluations do we have for AI-generated content? Pete’s work has been presented and published at various academic journals, conferences, and symposia, including the Association for Consumer Research and Society for Consumer Psychology, Annals of Tourism Research, and Tourism Management Perspectives.

Before joining the marketing Ph.D. program, Pete earned his MPhil. in Management from Zhejiang University, China. He has also gained research experience as a research associate at the Behavioral Research Lab of The Hong Kong Polytechnic University. Pete has been awarded numerous grants and scholarships, including the Center for Management Innovations in Healthcare Research Grant, the Lundgren Retail Collaborative Research Grant, and the GPSC Research and Project Grants.

Research Interests

• Artificial Intelligence and Technology
• Social Influence
• Diversity, Equity, Inclusion, and Belonging (DEIB)

Publications

Yang, Bi, Pete Pengcheng Zhou, YooHee Hwang, Yujie (Jay) Zhao, and Anna Mattila, “The Role of Social Crowding in Pay-what-you-want Pricing” Annals of Tourism Research, 2023, 101, 103596.

Zhou, Pete Pengcheng, Mao-Ying Wu, Sebastian Filep, and Karin Weber, “Exploring well-being outcomes at an iconic Chinese LGBT event: A PERMA model perspective”, Tourism Management Perspectives, 2021, 40, 10090