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This study aims to propose a methodology aimed at understanding the cognitive and physiological processes inherent in cadet pilot operations. Through analyzing responses from two cadet pilots with varied experience levels across diverse simulation scenarios, the research uses descriptive statistics, t-test, one-way ANOVA and percentage change analysis to explore crucial variables, including heart rate (HR), heart rate variability (HRV) and respiratory rate (RR).

The investigation meticulously examines HR, HRV and RR under circumstances encompassing resting state, visual flight rules and instrument flight rules with engine failure. Pilots undergo comprehensive analyses employing statistical techniques and visual representations to comprehend cognitive loads and physiological adaptations.

Significant disparities emerge between the two pilots, elucidating the profound impact of experience on cognitive and physiological outcomes. Novice cadet pilots exhibit heightened variability during scenario transitions, while experienced cadet pilot demonstrate controlled responses, indicative of adaptability. Visual flight simulations evoke distinct responses, whereas instrument-based scenarios, particularly those simulating emergencies, lead to pronounced physiological changes.

The findings of this research hold practical significance in introducing the proposed novel methodology for monitoring Cadet pilots to refine pilot training simulation protocols and enhance aviation safety by illuminating the interplay between experience levels and scenario complexities.

This study proposes a novel methodology for investigating cognitive and physiological responses in pilot operations, mainly investigating cadet pilots’ vital parameters through diverse analytical methods and an exploration of scenario-specific demands.

Counter-hedonic entertainment, characterized by evoking negative emotions in consumers, has emerged as one of the most popular and profitable forms of entertainment in Western countries. However, this entertainment type is not as popular in China as in Western countries. This study examines whether the free trial of counter-hedonic entertainment can promote the consumption of such entertainment and explores the moderating effect of contextual factors on this relationship.

This study investigates the promotional effectiveness of the free trial strategy on counter-hedonic entertainment through a quasi-experiment involving the broadcasting of a large-scale free counter-hedonic program. This study has analyzed the counter-hedonic consumption data from 31 major cities in China and employed econometric modeling to test the hypotheses.

Results show that the free trial of counter-hedonic entertainment can promote the sales of entertainment with similar categories. The follow-up moderation analyses show that the positive effect is amplified on days with less sunlight and for consumers with abundant (vs scarce) financial resources, thereby providing evidence to support the underlying drivers of the positive effect – the need for arousal and confidence frame. Meanwhile, the free trial of counter-hedonic entertainment also has a long-term effect after airing.

Based on existing research on consumers’ counter-hedonic consumption motivation, this study confirms the effectiveness and boundary conditions of the free trial strategy in promoting counter-hedonic entertainment consumption for the first time. The results also offer actionable insights for counter-hedonic entertainment marketers and practitioners.