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Status epilepticus (SE) refers to a single seizure that lasts longer than typical seizures or a series of consecutive seizures. The hippocampus, which is vulnerable to the effects of SE, has a critical role in memory storage and retrieval. The trisynaptic loop in the hippocampus connects the substructures thereof, namely the dentate gyrus (DG), CA3, and CA1. In an animal model of SE, abnormal neurogenesis in the DG and aberrant neural network formation result in sequential neural degeneration in CA3 and CA1. Photobiomodulation (PBM) therapy, previously known as low-level laser (light) therapy (LLLT), is a novel therapy for the treatment of various neurological disorders including SE. However, the effects of this novel therapeutic approach on the recovery process are poorly understood. In the present study, we found that PBM transformed SE-induced abnormal neurogenesis to normal neurogenesis. We demonstrated that PBM plays a key role in normal hippocampal neurogenesis by enhancing the migration of maturing granular cells (early neuronal cells) to the GCL, and that normal neurogenesis induced by PBM prevents SE-induced hippocampal neuronal loss in CA1. Thus, PBM is a novel approach to prevent seizure-induced neuronal degeneration, for which light devices may be developed in the future.

Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.

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