Pete is a second-year consumer psychology student at the University of Arizona. His research focuses on how consumers respond to works generated by artificial intelligence and humans and how comparisons between humans and AI shape consumers’ evaluations and preferences. In addition to this stream of research, he is interested in topics related to goals and motivation, with a particular focus on questions such as what happens when people fail to pursue their goals. As a first-generation student, he also cares about social mobility, inequality, and its implications in the marketplace.

Prior to joining the marketing Ph.D. program, Pete obtained his M.Phil. in management from Zhejiang University, China. He spent a year at the Behavioral Research Lab at Hong Kong Polytechnic University, where he served as a full-time research assistant for the consumer and organizational behavior faculty.

Research Interests

Motivation and Goal

Technology and Artificial Intelligence

Self and Identity

Social Inequality and Mobility

Publication

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, 100905.