Search Results (29)

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework with a contemporary motivation-based perspective to examine how users’ media consumption motivations and advertising attitudes predict intentions to adopt ad-supported OTT plans. Data were collected via a nationally representative online survey in South Korea (N = 813). The sample included both premium subscribers (n = 708) and non-subscribers (n = 105). The findings reveal distinct segmentation in decision-making patterns. Among premium subscribers, switching intentions were predominantly driven by intrinsic motivations—particularly identity alignment with content—and by the perceived informational value of advertisements. These individuals are more likely to consider ad-supported plans when ad content is personally relevant and cognitively enriching. Conversely, non-subscribers exhibited greater sensitivity to extrinsic cues such as the entertainment value of ads and the presence of tangible incentives (e.g., discounts), suggesting a hedonic-reward orientation. By advancing a dual-pathway explanatory model, this study contributes to the theoretical discourse on digital subscription behavior and offers actionable insights for OTT service providers. The results underscore the necessity of segment-specific advertising strategies: premium subscribers may be engaged through informative and identity-consistent advertising, while non-subscribers respond more favorably to enjoyable and benefit-laden ad experiences. These insights inform platform monetization efforts amid the evolving dynamics of consumer attention and subscription fatigue. Full article

This study examines the psychological mechanisms underlying virtual reality (VR) tourism experiences through an integrated theoretical framework centered on flow experience and visit destination intention. Drawing upon flow theory, the research investigates how interactivity, perceived vividness, and telepresence influence flow experience and subsequently affect hedonic motivation and perceived visual appeal in VR tourism contexts. Using partial least squares structural equation modeling (PLS-SEM) analysis of data collected from 255 VR tourism users across major Chinese metropolitan centers, the study reveals that perceived vividness and telepresence significantly impact flow experience, while interactivity shows no significant effect. Flow experience demonstrates significant positive relationships with hedonic motivation and perceived visual appeal. Furthermore, hedonic motivation and perceived visual appeal significantly positively affect visit destination intention. The findings advance the theoretical understanding of VR tourism by illuminating the psychological pathways through which technological characteristics influence behavioral intentions. These results offer practical implications for destination marketers and VR tourism developers in designing more effective virtual experiences that enhance destination visit intentions. Full article

Background/Objectives: Gustatory stimuli are primarily processed in the insula, while the primary olfactory cortex involves the piriform cortex. Relatively little is known about the central-nervous integration of stimuli from foods. The main aim of this study in healthy participants was to evaluate the processing of olfactory stimuli which are associated with gustatory sensations. Methods: Using a 3T MRI scanner, 47 healthy, right-handed women (mean age: 26.2 ± 4.7 years) with normal senses of taste and smell underwent functional scans. During the analysis, we presented isointense odors (2 “sweet” and 2 “sour”) to subjects using air-dilution olfactometry. Odor delivery (8 s) was alternated with the presentation of odorless air (12 s) and was repeated 10 times. Between each session, participants were asked to associate a taste with the odor. Results: The gustatory areas (insula and frontal operculum) were activated by exposure to odors. In addition, increased activations were observed in the bilateral angular gyrus, orbitofrontal cortex, and right caudate and nucleus accumbens during the perception of sour-like odors compared to sweet-like odors. Conclusions: The distinct neural responses to different odor categories suggest that the brain processes odors with varying hedonic and sensory characteristics through distinct neural pathways. Future research could explore how these findings translate to real-world food preferences and dietary behaviors, particularly in relation to individual differences in taste perception. Full article

The transition of global agriculture from yield-driven production to quality-driven systems has gained urgency, where premium pricing strategies offer pathways to enhance farmer incomes and promote sustainable practices. As a critical staple crop, rice exemplifies the challenges of aligning producer standards with consumer preferences to realize market premiums. This study systematically evaluates determinants of consumers’ willingness to pay (WTP) for premium rice, integrating analyses of attribute preferences, cognition perception, and purchasing experience. Utilizing survey data from 1714 consumers across four Chinese cities, we employ principal component analysis to identify key quality dimensions and ordered logit models to quantify their impacts. Hedonic pricing theory informs the estimation of implicit prices for specific attributes. The results reveal that intrinsic characteristics (like nutrition) and extrinsic cues (like the brand), along with consumers’ nutritional awareness, knowledge, and perceptions of quality-price correlation, jointly drive premium WTP. The mean acceptable premium reaches 4.52 yuan/500 g, with nutritional attention enhancements commanding the highest valuation (0.171 yuan/500 g). The findings underscore the necessity of standardized quality grading systems aligned with consumer preferences and targeted interventions to bridge information asymmetries. Policymakers are recommended to improve supply-side quality signaling through enhanced packaging and certification systems while strengthening demand-side nutrition education to facilitate value chain coordination and sustainable, high-quality development in agriculture. Full article

Background: Increased inflammation and heightened physiological stress reactivity have been associated with pathophysiology of depressive symptoms. The underlying biological mechanisms by which inflammation and stress may influence neurogenesis are changes in the kynurenine (KYN) pathway, which is activated under stress. Supplementation with n-3 polyunsaturated fatty acids (n-3 PUFAs) has anti-inflammatory properties and can increase stress resilience. Whether n-3 PUFAs alter KYN stress response is unknown. Objectives: This placebo-controlled study investigated the effect of n-3 PUFAs on KYN metabolism, inflammation, depressive symptoms, and mood. Moreover, stress-induced changes following a laboratory stressor have been assessed. Methods: In this placebo-controlled study, 47 healthy male adults received either 4 g n-3 PUFAs per day (Omega-3 group) or a placebo (Placebo group) for 12 weeks. Results: A significant group-by-time interaction was found for the inflammatory markers gp130 (F = 7.07, p = 0.011), IL-6R alpha (F = 10.33, p = 0.003), and TNF_RI (F= 10.92, p = 0.002). No significant group-by-time interactions were found for KYN metabolites, depressive symptoms, and mood (except for Hedonic tone (F = 6.50, p = 0.014)), nor for stress-induced changes in KYN metabolites and mood following a laboratory stressor. Conclusions: Overall, increased n-3 PUFA levels in healthy men ameliorate inflammatory markers but do not ameliorate KYN metabolism, depressive symptoms, mood, or KYN metabolism and mood following a stress induction. This study was registered at ClinicalTrials.gov with the identifier NCT05520437 (30/08/2022 first trial registration). Full article

The incidence of obesity has markedly increased globally over the last several decades and is believed to be associated with the easier availability of energy-dense foods, including high-fat foods. The reinforcing hedonic properties of high-fat foods, including olfactory cues, activate reward centers in the brain, motivating eating behavior. Thus, there is a growing interest in the understanding of the genetic changes that occur in the brain that are associated with obesity and eating behavior. This growing interest has paralleled advances in genomic methods that enable transcriptomic-wide analyses. Here, we examined the transcriptomic-level differences in the olfactory bulb and striatum, regions of the brain associated with olfaction and hedonic food-seeking, respectively, in high-fat-diet (HFD)-fed obese mice. To isolate the dietary effects from obesity, we also examined transcriptomic changes in normal-chow-fed and limited-HFD-fed groups, with the latter being pair-fed with an HFD isocaloric to the consumption of the normal-chow-fed mice. Using RNA sequencing, we identified 274 differentially expressed genes (DEGs) in the striatum and 11 in the olfactory bulb of ad libitum HFD-fed mice compared to the chow-fed group, and thirty-eight DEGs in the striatum between the ad libitum HFD and limited-HFD-fed groups. The DEGs in both tissues were associated with inflammation and immune-related pathways, including oxidative stress and immune function, and with mitochondrial dysfunction and reward pathways in the striatum. These results shed light on potential obesity-associated genes in these regions of the brain. Full article

The human reward network consists of interconnected brain regions that process stimuli associated with satisfaction and modulate pleasure-seeking behaviors. Impairments in reward processing have been implicated in several medical and psychiatric conditions, and there is a growing interest in disentangling the underlying pathophysiological mechanisms. The brain–gut axis plays a regulatory role in several higher-order neurophysiological pathways, including reward processing. In this context, the aim of the current review was to critically appraise research findings on the contribution of the brain–gut axis to the human reward system. Enteric neuropeptides, which are implicated in the regulation of hunger and satiety, such as ghrelin, PYY_3–36, and glucagon-like peptide 1 (GLP-1), have been associated with the processing of food-related, alcohol-related, and other non-food-related rewards, maintaining a delicate balance between the body’s homeostatic and hedonic needs. Furthermore, intestinal microbiota and their metabolites have been linked to differences in the architecture and activation of brain reward areas in obese patients and patients with attention deficit and hyperactivity disorder. Likewise, bariatric surgery reduces hedonic eating by altering the composition of gut microbiota. Although existing findings need further corroboration, they provide valuable information on the pathophysiology of reward-processing impairments and delineate a novel framework for potential therapeutic interventions. Full article

Obesity remains a significant global health challenge, with bariatric surgery remaining as one of the most effective treatments for severe obesity and its related comorbidities. This review highlights the multifaceted impact of bariatric surgery beyond mere physical restriction or nutrient malabsorption, underscoring the importance of the gut microbiome and neurohormonal signals in mediating the profound effects on weight loss and behavior modification. The various bariatric surgery procedures, such as Roux-en-Y gastric bypass (RYGB) and sleeve gastrectomy (SG), act through distinct mechanisms to alter the gut microbiome, subsequently impacting metabolic health, energy balance, and food reward behaviors. Emerging evidence has shown that bariatric surgery induces profound changes in the composition of the gut microbiome, notably altering the Firmicutes/Bacteroidetes ratio and enhancing populations of beneficial bacteria such as Akkermansia. These microbiota shifts have far-reaching effects beyond gut health, influencing dopamine-mediated reward pathways in the brain and modulating the secretion and action of key gut hormones including ghrelin, leptin, GLP-1, PYY, and CCK. The resultant changes in dopamine signaling and hormone levels contribute to reduced hedonic eating, enhanced satiety, and improved metabolic outcomes. Further, post-bariatric surgical effects on satiation targets are in part mediated by metabolic byproducts of gut microbiota like short-chain fatty acids (SCFAs) and bile acids, which play a pivotal role in modulating metabolism and energy expenditure and reducing obesity-associated inflammation, as well as influencing food reward pathways, potentially contributing to the regulation of body weight and reduction in hedonic eating behaviors. Overall, a better understanding of these mechanisms opens the door to developing non-surgical interventions that replicate the beneficial effects of bariatric surgery on the gut microbiome, dopamine signaling, and gut hormone regulation, offering new avenues for obesity treatment. Full article

Well-being is an ordinary life goal that many people strive to achieve. Recently, there has been a growing interest in academic research on how consumption can enhance well-being. Hedonic sports consumption, which is associated with positive emotions, can positively impact an individual’s subjective well-being by providing both physical and mental enjoyment and relieving the stresses of everyday life. However, there is a need for more comprehensive research on the mechanisms that connect meaningful sports consumption behaviors, which may also be accompanied by negative emotions, to the mental health of individuals. Therefore, the primary objective of this study was to explore the potential mechanisms of meaningful sports consumption behaviors and eudaimonic well-being in individual mental health. Based on the SOR theory, this study develops a comprehensive conceptual model to examine the impact of sports consumption behavior on individuals’ eudaimonic well-being. The study’s results indicate that engaging in meaningful sports consumption behaviors can positively influence individuals’ eudaimonic well-being. Additionally, the study finds that perceived social support and perceived self-esteem among sports consumers significantly and positively impact their eudaimonic well-being. Finally, the study reveals that perceived social support and perceived self-esteem mediate the pathway through which meaningful sports consumption behaviors affect eudaimonic well-being. These findings contribute to our understanding of how to enhance sports consumers’ eudaimonic well-being and promote meaningful sports consumption behaviors. Therefore, it is recommended that sports marketers focus on providing meaningful sports service offerings, fostering consumer–society connections, and increasing respect and appreciation for consumers. These marketing insights can be valuable in promoting positive sports consumption experiences. Full article

Much academic and media attention has been focused on how nature contributes to psychological health, yet, most of this focus has been on happiness or hedonic well-being. Although numerous writers and researchers have linked connecting with nature as a pathway to meaning in life, an integrated overview has not yet (to our knowledge) been offered. Our manuscript is thus of both theoretical and practical importance with respect to finding meaning in life. In this hybrid commentary/review paper, we examine the link between meaning in life and relating to the beyond-human natural world. Through presenting supportive empirical research and interdisciplinary insights, we make the case that connecting with the natural world provides us with meaning in various ways. We discuss how nature is a common source of meaning in people’s lives and how connecting with nature helps to provide meaning by addressing our need to find coherence, significance/mattering, and purpose (the three aspects comprising the tripartite model of meaning life). We also consider how connecting with nature enhances our experiential appreciation for life, a fourth aspect of meaning in life recently proposed. Our discussion then expands to examining nature as a place of attachment. Going beyond how nature provides us with meaning, we consider how engaging in nature-based activities provides an avenue for many people to build meaningful lives. We close by considering how threats to nature are a threat to meaning in life. Full article

Obesity is a pandemic caused by many factors, including a chronic excess in hypercaloric and high-palatable food intake. In addition, the global prevalence of obesity has increased in all age categories, such as children, adolescents, and adults. However, at the neurobiological level, how neural circuits regulate the hedonic consumption of food intake and how the reward circuit is modified under hypercaloric diet consumption are still being unraveled. We aimed to determine the molecular and functional changes of dopaminergic and glutamatergic modulation of nucleus accumbens (NAcc) in male rats exposed to chronic consumption of a high-fat diet (HFD). Male Sprague-Dawley rats were fed a chow diet or HFD from postnatal day (PND) 21 to 62, increasing obesity markers. In addition, in HFD rats, the frequency but not amplitude of the spontaneous excitatory postsynaptic current is increased in NAcc medium spiny neurons (MSNs). Moreover, only MSNs expressing dopamine (DA) receptor type 2 (D₂) increase the amplitude and glutamate release in response to amphetamine, downregulating the indirect pathway. Furthermore, NAcc gene expression of inflammasome components is increased by chronic exposure to HFD. At the neurochemical level, DOPAC content and tonic dopamine (DA) release are reduced in NAcc, while phasic DA release is increased in HFD-fed rats. In conclusion, our model of childhood and adolescent obesity functionally affects the NAcc, a brain nucleus involved in the hedonic control of feeding, which might trigger addictive-like behaviors for obesogenic foods and, through positive feedback, maintain the obese phenotype. Full article

Unmyelinated low-threshold mechanoreceptors (C-tactile, CT) in the human skin are important for signaling information about hedonic aspects of touch. We have previously reported that CT-targeted brush stroking by means of a robot reduces experimental mechanical pain. To improve the ecological validity of the stimulation, we developed standardized human–human touch gestures for signaling attention and calming. The attention gesture is characterized by tapping of the skin and is perceived as neither pleasant nor unpleasant, i.e., neutral. The calming gesture is characterized by slow stroking of the skin and is perceived as moderately to very pleasant. Furthermore, the attention (tapping) gesture is ineffective, whereas the calming (stroking) gesture is effective in activating CT-afferents. We conducted an fMRI study (n = 32) and capitalized on the previous development of touch gestures. We also developed an MR compatible stimulator for high-precision mechanical pain stimulation of the thenar region of the hand. Skin-to-skin touching (stroking or tapping) was applied and was followed by low and high pain. When the stroking gesture preceded pain, the pain was rated as less intense. When the tapping gesture preceded the pain, the pain was rated as more intense. Individual pain perception related to insula activation, but the activation was not higher for stroking than for tapping in any brain area during the stimulation period. However, during the evaluation period, stronger activation in the periaqueductal gray matter was observed after calming touch compared to after tapping touch. This finding invites speculation that human–human gentle skin stroking, effective in activating CT-afferents, reduced pain through neural processes involving CT-afferents and the descending pain pathway. Full article

Alterations in neural pathways that regulate appetitive motivation may contribute to increased obesity risk in offspring born to mothers fed a high fat (HF) diet. However, current findings on the impact of maternal obesity on motivation in offspring are inconclusive, and there is no information about the long-lasting effects in aged animals. This study examined the longitudinal effect of perinatal and chronic postnatal HF intake on appetitive motivation in young and aged offspring. Female C57Bl/6 were fed either a control (C) or HF diet before mating through to lactation. At weaning, offspring were maintained on the C or HF diet, generating the following four diet groups: C/C, C/HF, HF/C, and HF/HF based on the pre/post weaning diet. At 6 months, motivation was higher in HF/C females, but lower in male and female C/HF and HF/HF mice. By 12 months, this difference was lost, as C-fed animals became less motivated, while motivation increased in HF-fed mice. The mRNA levels of dopamine receptor 1 and 2 increased with age, while cannabinoid receptor 1 and μ-opioid receptor expression remained stable or decreased in mesolimbic and mesocortical dopaminergic pathways. Results from this study suggest that perinatal and chronic postnatal HF feeding produced opposite effects on appetitive motivation in young adult offspring mice, which was also reflected in the shift in motivation over time. These results have significant implications for patterns of hedonic eating across the life course and the relative risk of obesity at different time points. Full article

The reward system involved in hedonic food intake presents neuronal and behavioral dysregulations during obesity. Moreover, gut microbiota dysbiosis during obesity promotes low-grade inflammation in peripheral organs and in the brain contributing to metabolic alterations. The mechanisms underlying reward dysregulations during obesity remain unclear. We investigated if inflammation affects the striatum during obesity using a cohort of control-fed or diet-induced obese (DIO) male mice. We tested the potential effects of specific gut bacteria on the reward system during obesity by administrating Akkermansia muciniphila daily or a placebo to DIO male mice. We showed that dysregulations of the food reward are associated with inflammation and alterations in the blood–brain barrier in the striatum of obese mice. We identified Akkermansia muciniphila as a novel actor able to improve the dysregulated reward behaviors associated with obesity, potentially through a decreased activation of inflammatory pathways and lipid-sensing ability in the striatum. These results open a new field of research and suggest that gut microbes can be considered as an innovative therapeutic approach to attenuate reward alterations in obesity. This study provides substance for further investigations of Akkermansia muciniphila-mediated behavioral improvements in other inflammatory neuropsychiatric disorders. Full article

Sweet taste, a proxy for sugar-derived calories, is an important driver of food intake, and animals have evolved robust molecular and cellular machinery for sweet taste signaling. The overconsumption of sugar-derived calories is a major driver of obesity and other metabolic diseases. A fine-grained appreciation of the dynamic regulation of sweet taste signaling mechanisms will be required for designing novel noncaloric sweeteners with better hedonic and metabolic profiles and improved consumer acceptance. Sweet taste receptor cells express at least two signaling pathways, one mediated by a heterodimeric G-protein coupled receptor encoded by taste 1 receptor members 2 and 3 (TAS1R2 + TAS1R3) genes and another by glucose transporters and the ATP-gated potassium (K_ATP) channel. Despite these important discoveries, we do not fully understand the mechanisms regulating sweet taste signaling. We will introduce the core components of the above sweet taste signaling pathways and the rationale for having multiple pathways for detecting sweet tastants. We will then highlight the roles of key regulators of the sweet taste signaling pathways, including downstream signal transduction pathway components expressed in sweet taste receptor cells and hormones and other signaling molecules such as leptin and endocannabinoids. Full article