A nonphotocatalytic reaction occurring on the surface of an irradiated wide band gap metal oxide, such as ZrO2, can affect the process of photoinduced formation of Zr3+, F- and V-type color centers. The effect of such reactions is seen as the influence of photostimulated adsorption on the photocoloration of the metal oxide specimen. In particular, photoadsorption of electron donor molecules leads to an increase of electron color centers, whereas photoadsorption of electron acceptor molecules leads to an increase of hole color centers. Monitoring the photocoloration of a metal oxide during a surface photochemical reaction probes whether the reaction is photocatalytic: accordingly, the influence of simple photoreactions on the photocoloration of ZrO2, reactions that involved the photoreduction of molecular oxygen, the photooxidation of molecular hydrogen, the photooxidation of hydrogen by adsorbed oxygen, and the photoinduced transformation of ammonia and carbon dioxide. Kinetics of the photoprocesses are reported, as well as the photoinduced chesorluminscence (PhICL effect) of ammonia. Thermoprogrammed desorption and mass spectral monitoring of the photoreaction involving NH3 identified hydrazine as an intermediate and molecular nitrogen as the final product. The photoreactions involving NH3 and CO2 are nonphotocatalytic processes, in contrast to the photooxidation of hydrogen which is photocatalytic. Carbon dioxide and carbonate radical anions are formed by interaction of CO2 with Zr3+ centers and hole states (OS-*), respectively. Mechanistic implications are discussed.