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This study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the satisfaction of eating impulses, is followed by negative feelings – such as guilt and worry – linked to the consumption of hedonic or unhealthy foods.

An exploratory approach has been adopted. In particular, the critical incident technique among 87 individuals has been used to extract insights about visceral food pleasure.

Contrary to previous research results, this study shows that viscearl food pleasure is not a unitary phenomenon, identifying four types of different facets, two of which have a negative valence in terms of felt emotions post-consumption and psychological well-being (i.e. the “greedy” and the “maladaptive” experiences). More importantly, the other two facets are associated with positive consequences in terms of emotions felt post-consumption and perceived psychological well-being (i.e. the “social” and the “fair sin” experiences).

Companies that provide food experiences can prime meanings that influence consumers’ perceptions of the episode to elicit positive emotions post-consumption and psychological well-being.

Promoting a more holistic view of food consumption and psychological well-being can free consumers from negative emotions during food consumption episodes. Priming a particular meaning can be a way to do that. However, as visceral experience can still lead to health issues, this must be combined with an education process that makes consumers aware of their food habits.

This research challenges the idea that visceral food experiences are always negative. Indeed, when associated with particular meanings (i.e. social and reward), they have a positive valence post-consumption.

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).

Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.

The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.

This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.

For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

The present study investigates human behavioral and emotional experiences based on human-built environment interaction with a specific interest in urban graffiti displaying fear and pleasure-inducing facial expressions. Regarding human behavioral and emotional experience, two questions are asked for the outcome of human responses and two hypotheses are formulated. H1 is based on the behavioral experience and posits that the urban graffiti displaying fear and pleasure-inducing facial expressions elicit specified behavioral fear and pleasure responses. H2 is based on emotional experience and states that the urban graffiti displaying fear and pleasure-inducing facial expressions elicit specified emotional fear and pleasure responses.

The research design is developed as a multi-method approach, applying a lab-based experimental strategy (N:39). The research equipment includes a mobile electroencephalogram (EEG) and a Virtual Reality (VR) headset. The behavioral and emotional human responses concerning the representational features of urban graffiti are assessed objectively by measuring physiological variables, EEG signals and subjectively by behavioral variables, systematic behavioral observation and self-report variables, Self-assessment Manikin (SAM) questionnaire. Additionally, correlational analyses between behavioral and emotional results are performed.

The findings of behavioral and emotional evaluations and correlational results show that specialized fear and pleasure response patterns occur due to the affective characteristics of the urban graffiti's representational features, supporting our hypotheses. As a result, the characteristics of behavioral fear and pleasure response and emotional fear and pleasure response are identified.

The present paper contributes to the literature on human-built environment interactions by using physiological, behavioral and self-report measurements as indicators of human behavioral and emotional experiences. Additionally, the literature on urban graffiti is expanded by studying the representational features of urban graffiti as a parameter of investigating human experience in the built environment.

This study aims to explore what may have contributed to risk-taking travel behavior during the COVID-19 pandemic and what may be the drivers of satisfaction and intention to travel again. The study compares travelers based on their travel purposes (business, pleasure and visiting friends and relatives [VFR]) and explore the influence of subjective well-being received from their travel activities.

Data from a structured survey of 323 US residents who traveled during the COVID-19 pandemic were collected on MTurk. Respondents were asked travel behavior questions related to their favorite trips and to rate several multi-item scales measuring the benefits expected and received from their trip, the trip’s contribution to their positive mental and subjective psychological well-being, as well as their satisfaction with the trip and intention to travel in the future. In addition, personality measures focused on risk-taking, thrill-seeking and self-confidence, as well as additional risk-related concepts of optimism bias, probability neglect and proximity to self.

Data analysis revealed some differences among respondents who traveled for business, pleasure and VFR purposes. Business travelers were more risk takers and thrill seekers; pleasure travelers achieved more well-being benefits from their favorite trips during the pandemic; however, VFR travelers’ satisfaction and intention to go on similar trips were explained more by the benefits they received from their favorite trips.

Although several studies addressed consumers’ travel motivation during the COVID-19 pandemic, there is a lack of empirical research comparing the characteristics of travelers based on their travel purposes, as well as their sociodemographics, personality traits and the expected and perceived well-being benefits from traveling.

Drawing on the pleasure-arousal-dominance (PAD) emotion model, the emotional states of consumers embedded in online reviews can be described through three dimensions, that is, pleasure, arousal and dominance, rather than only the one-dimensional positive and negative polarity, as in previous studies. Therefore, this study aims to explore the effect of online review emotion on perceived review helpfulness based on these three basic emotional dimensions.

A lexicon-based method is developed to analyze PAD emotions of online reviews from JD.com. The zero-inflated negative binomial regression is utilized to empirically validate the study hypothesis. The authors examine the influence of pleasure, arousal, dominance, emotion diversity and emotion deviation on review helpfulness, as well as the moderating effect of product type on the relationship between all independent variables and online review helpfulness.

The study results show that the pleasure emotion impairs the helpfulness of online reviews, while the arousal and dominance emotions have a positive impact. Moreover, the authors find that compared with search products, the effects of pleasure, arousal and dominance on perceived helpfulness are strengthened for experience products. However, the emotional diversity and emotional deviation have opposite effects on the helpfulness of search products and experience products. Additionally, the results show that dominance emotion plays a more important role in the interaction effect.

The empirical findings confirm the applicability of PAD in the online review context and extend the existing knowledge of the influence of review emotion on helpfulness. A feasible scheme for extracting PAD variables from Chinese text is developed. The study findings also have significant implications for reviewers, merchants and platform managers of e-commerce websites.

The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

The purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the moderator of maximization by drawing on maximizing mindset theory.

Three studies were carried out to test the hypothesized relationships. The first study investigated the impact of autotelic NFT on webrooming intention. The second study examined the impact of instrumental NFT on webrooming intention. The third study tested all hypotheses by the structural equation modeling approach.

The results confirm moderation by consumers' maximizing mindset. The moderated mediation analyses show that the interaction effect of autotelic NFT and maximization influences webrooming intention indirectly via anticipated sensory pleasure. Likewise, the interaction effect of instrumental NFT and maximization influences webrooming intention indirectly via product fit uncertainty.

The study draws on maximizing mindset theory to show that consumers' autotelic NFT and instrumental NFT drive their webrooming intentions depending on the activation of their maximizing mindset. The nonsignificant relationship between autotelic NFT and webrooming intention in the context of satisficers explains the conflicting findings reported in the literature. Consumers' affective and cognitive responses were also studied to uncover the underlying mechanisms of their webrooming intention. This research contributes to the literature by enhancing the understanding of webrooming behavior.

This study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.

Viewing photographs as stimuli that influence consumers' online hotel booking, this study proposes a research model and validates that using one quasi-experiment.

The findings of this study provide some empirical insights. Marketers can release room- and scene-related photographs. Users can release product- and social-related photographs. The interaction between room-related photographs by marketers and product-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. The interaction between scene-related photographs by marketers and social-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. Pleasure, energetic arousal and dominance can positively influence the attitude toward photographs. Pleasure and energetic arousal can positively influence the attitude toward photographs and then positively influence booking intention. Dominance can positively influence booking intention.

The findings of this study reveal significant interaction effects between marketer- and user-generated photographs on consumers' online booking. The findings will help researchers and marketers better understand the impact of photographs on consumers' online hotel booking.

Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.

The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).

Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.

The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.

It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.

This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

Spatial olfactory design in the library appears to be a practical approach to enhance the coordination between architectural spaces and user behaviors, shape immersive activity experiences and shape immersive activity experiences. Therefore, this study aims to explore the association between the olfactory elements of library space and users’ olfactory perception, providing a foundation for the practical design of olfactory space in libraries.

Using the olfactory perception semantic differential experiment method, this study collected feedback on the emotional experience of olfactory stimuli from 56 participants in an academic library. From the perspective of environmental psychology, the dimensions of pleasure, control and arousal of users’ olfactory perception in the academic library environment were semantically and emotionally described. In addition, the impact of fatigue state on users’ olfactory perception was analyzed through statistical methods to explore the impact path of individual physical differences on olfactory perception.

It was found that users’ olfactory perception in the academic library environment is likely semantically described from the dimensions of pleasure, arousal and control. These dimensions mutually influence users’ satisfaction with olfactory elements. Moreover, there is a close correlation between pleasure and satisfaction. In addition, fatigue states may impact users’ olfactory perception. Furthermore, users in a high-fatigue state may be more sensitive to the arousal of olfactory perception.

This article is an empirical exploration of users’ perception of the environmental odors in libraries. The experimental results of this paper may have practical implications for the construction of olfactory space in academic libraries.