Peizhen Sun
Papers
1
Total Citations
13
H-Index
1
About
Dr. Peizhen Sun is a pioneering researcher at the intersection of consumer psychology, service robotics, and cross-cultural marketing, whose work explores how consumers navigate the increasingly blurred boundaries between human and machine in commercial settings. Her most influential study, "Humanoid service robots versus human employees: how consumers react to functionally and culturally mixed products" (2021), has garnered 13 citations and addresses a critical tension in modern business: whether consumers respond positively or negatively to products that blend human and robotic features, or mix cultural elements. By systematically disentangling functional from cultural mixing, Sun provides a nuanced framework that helps managers predict consumer acceptance of hybrid offerings—from humanoid service robots to culturally fused goods. This work resolves longstanding contradictions in the literature, showing that consumer reactions depend on the type of mixing and the context. Sun’s research is vital for firms deploying AI-driven service agents in global markets, offering evidence-based guidance on design and positioning. Her contributions bridge behavioral science and technology adoption, making her a key voice in understanding the future of human-robot interaction in commerce.
Research Focus
Key Achievements
Top Papers
- 1