The present study was undertaken to evaluate the effects on hippocampal vascular endothelial growth factor (VEGF) levels in rats when they experience hippocampal-dependent spatial learning via the Morris water maze (MWM) task. Rats underwent one of two different versions of the MWM: weak or intensive. After one day of intensive training, a highly sensitive enzyme-linked immunosorbent assay (ELISA) was used to measure VEGF protein levels in the hippocampus, cortex, and serum, and higher levels were found in the trained group compared to a naive control group. VEGF levels also increased in rats that swam only for durations equal to the intensive training periods. In contrast, rats trained under the weaker MWM paradigm for five days showed a decrease in hippocampal VEGF protein level. Mimicking increases in neuronal VEGF in the hippocampus by direct infusion of VEGF into CA1 resulted in up-regulation of the phosphorylation of the cAMP response element-binding (CREB) protein and the Ca2+/calmodulin-dependent protein kinases II (CaMKII). These results suggest that VEGF may be a physiological parameter involved in learning procedures that include physical activity.

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PurposeThe recent surge of subscription box services calls for research to understand how consumers respond to curation services. This study aims to develop and test a theoretical model to predict consumer response to AI (vs human). Particularly, the authors tested the role of stereotyping in shaping consumer perception of creativity in this context while considering the contextual moderators, shopping goals (hedonic vs utilitarian) and product category (fashion vs meal).Design/methodology/approachTwo preliminary studies and the main study (total n = 761) tested the assumptions and hypotheses of the study. Preliminary study 1 (n = 511 Amazon mTurk, online survey) confirmed consumer stereotypes of humans and machines. Preliminary study 2, a single-factor between-subjects online experiment (recommender: human vs AI), was conducted at a large Midwestern university in the US (n = 56). The main study was conducted as a 2(recommender: human vs AI) × 2(product: fashion vs meal) × 2(goal: utilitarian vs hedonic) between-subjects online experiment (n = 194, Amazon mTurk).FindingsThe results confirmed that consumers are more likely to follow recommendations made by a human more than recommendations made by AI and the perceived creativity of the recommender explained the effect. Significant differences across product categories and shopping goals of the consumers were observed, calling for attention to the context of consumption.Originality/valueThis study extends the understanding of consumers' responses to recommendations in curation subscription services by highlighting the role of perceived creativity of humans versus AI.

PurposeThis study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image and voice congruity.Design/methodology/approachThis study conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruity: congruent vs. incongruent) between-subjects experimental design. MANOVA, ANOVA and structural equation modeling (SEM) were conducted to test the hypothesized model.FindingsANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully mediated by flow experience and consumer happiness.Originality/valueThis study provides evidence that the positive technology paradigm could carve out a new path in existing literature on AI-powered devices by showing the potential of a smart device as a tool for improving consumer–brand relationships and enriching consumers' well-being.