Zehua Li

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About

Zehua Li is a pioneering researcher at the intersection of artificial intelligence, robotics, and consumer psychology, with a primary focus on how AI-enhanced systems influence human emotional and behavioral responses. Their most cited work, "Animating arousal and engagement: empirical insights into AI-enhanced robotic performances and consumer reactions" (2024, 16 citations), applies predictive processing theory to investigate how AI-driven robotic performers shape audience emotions and drive electronic word-of-mouth (eWOM) behaviors in tourism service encounters. This research represents a significant contribution to understanding the psychological mechanisms behind human-AI interaction, offering practical insights for designing emotionally engaging robotic experiences. Li's work bridges theoretical frameworks from cognitive science with applied technology, demonstrating how predictive processing can explain the arousal and engagement dynamics that lead to consumer sharing behaviors. By empirically linking AI performance design to real-world consumer reactions, Li provides actionable guidance for tourism and service industries seeking to leverage robotics for enhanced customer experiences. Their research stands out for its novel integration of cutting-edge AI technology with established psychological theory, marking Li as an emerging thought leader in the study of human-robot interaction and consumer behavior.