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Previous researches have shown that animal metaphors play an important role in promoting specific behavioral dispositions of individuals. However, we are not well aware of the role of animal metaphors in tourists’ waste classification intentions. Therefore, this study aimed to investigate the impact of animal metaphors advertising for waste classification in scenic spots (versus non-animal metaphors advertising) on tourists’ waste classification intentions. Four experiments (N = 1051) were conducted in this study to examine the impacts of animal metaphors advertising in scenic spots, on tourists’ waste classification intentions, which enriches the literature on the animal metaphors and tourists’ pro-environmental behaviors. The results show that the animal metaphors advertising about waste classification in scenic spots can effectively increase tourists’ waste classification intentions. We explored the mediating role of tourists’ perceptions of cute animal images in animal metaphors advertising, and the moderating role of visual imagery for animal metaphors advertising, on the relationship between animal metaphors advertising and tourists’ waste classification intentions. The results show that there is a significant interaction effect between visual imagery and animal metaphors advertising. In conclusion, this study reveals the different impacts of animal metaphors, cute images and visual imagery on individual tourists, which provides new insights for scenic spot managers to choose waste classification strategies and the looks of bins.

Mental imagery can be advantageous, unnecessary and even clinically disruptive. With methodological constraints now overcome, research has shown that visual imagery involves a network of brain areas from the frontal cortex to sensory areas, overlapping with the default mode network, and can function much like a weak version of afferent perception. Imagery vividness and strength range from completely absent (aphantasia) to photo-like (hyperphantasia). Both the anatomy and function of the primary visual cortex are related to visual imagery. The use of imagery as a tool has been linked to many compound cognitive processes and imagery plays both symptomatic and mechanistic roles in neurological and mental disorders and treatments.

The functional characteristics of the mouse visual system have not previously been well explored using fMRI. In this research, we examined 9.4 T BOLD fMRI responses to visual stimuli of varying pulse durations (1 – 50 ms) and temporal frequencies (1 – 10 Hz) under ketamine and xylazine anesthesia, and compared fMRI responses of anesthetized and awake mice. Under anesthesia, significant positive BOLD responses were detected bilaterally in the major structures of the visual pathways, including the dorsal lateral geniculate nuclei, superior colliculus, lateral posterior nucleus of thalamus, primary visual area, and higher-order visual area. BOLD responses increased slightly with pulse duration, were maximal at 3 – 5 Hz stimulation, and significantly decreased at 10 Hz, which were all consistent with previous neurophysiological findings. When the mice were awake, the BOLD fMRI response was faster in all active regions and stronger in the subcortical areas compared with the anesthesia condition. In the V1, the BOLD response was biphasic for 5 Hz stimulation and negative for 10 Hz stimulation under wakefulness, whereas prolonged positive BOLD responses were observed at both frequencies under anesthesia. Unexpected activation was detected in the extrastriate postrhinal area and non-visual subiculum complex under anesthesia, but not under wakefulness. Widespread positive BOLD activity under anesthesia likely results from the disinhibition and sensitization of excitatory neurons induced by ketamine. Overall, fMRI can be a viable tool for mapping brain-wide functional networks.

How are behaviorally relevant representations of the outside world initiated and manifested in the mammalian brain? Marshel et al. combined a channelrhodopsin with an improved holographic stimulation technique to examine activity in the mouse visual cortex, including its deep layers. Optogenetic stimulation of neurons previously activated by natural visual stimuli recreated the original activity and behavior. Neuronal population activity typically propagated from cortical layer 2/3 to layer 5 rather than in the reverse direction. Stimulation of a larger number of cells was required to initiate activity in layer 2/3 than in layer 5. This indicates differences in ensemble coding between the two layers. Science , this issue p. eaaw5202 An optical neural interface reveals the dynamics of cortical network activity underlying mammalian behavior. Perceptual experiences may arise from neuronal activity patterns in mammalian neocortex. We probed mouse neocortex during visual discrimination using a red-shifted channelrhodopsin (ChRmine, discovered through structure-guided genome mining) alongside multiplexed multiphoton-holography (MultiSLM), achieving control of individually specified neurons spanning large cortical volumes with millisecond precision. Stimulating a critical number of stimulus-orientation-selective neurons drove widespread recruitment of functionally related neurons, a process enhanced by (but not requiring) orientation-discrimination task learning. Optogenetic targeting of orientation-selective ensembles elicited correct behavioral discrimination. Cortical layer–specific dynamics were apparent, as emergent neuronal activity asymmetrically propagated from layer 2/3 to layer 5, and smaller layer 5 ensembles were as effective as larger layer 2/3 ensembles in eliciting orientation discrimination behavior. Population dynamics emerging after optogenetic stimulation both correctly predicted behavior and resembled natural internal representations of visual stimuli at cellular resolution over volumes of cortex.

Semantic information in the human brain is organized into multiple networks, but the fine-grain relationships between them are poorly understood. In this study, we compared semantic maps obtained from two functional magnetic resonance imaging experiments in the same participants: one that used silent movies as stimuli and another that used narrative stories. Movies evoked activity from a network of modality-specific, semantically selective areas in visual cortex. Stories evoked activity from another network of semantically selective areas immediately anterior to visual cortex. Remarkably, the pattern of semantic selectivity in these two distinct networks corresponded along the boundary of visual cortex: for visual categories represented posterior to the boundary, the same categories were represented linguistically on the anterior side. These results suggest that these two networks are smoothly joined to form one contiguous map. This study shows that visual areas pass information to the amodal semantic system through semantically selective channels aligned at the border of visual cortex. This architecture might support the integration of visual perception and semantic memory.

3D functional imaging of the whole brain activity during visual task is a challenging task in rodents due to the complex tri-dimensional shape of involved brain regions and the fine spatial and temporal resolutions required to reveal the visual tract. By coupling functional ultrasound (fUS) imaging with a translational motorized stage and an episodic visual stimulation device, we managed to accurately map and to recover the activity of the visual cortices, the Superior Colliculus (SC) and the Lateral Geniculate Nuclei (LGN) in 3D. Cerebral Blood Volume (CBV) responses during visual stimuli were found to be highly correlated with the visual stimulus time profile in visual cortices (r=0.6), SC (r=0.7) and LGN (r=0.7). These responses were found dependent on flickering frequency and contrast, and optimal stimulus parameters for largest CBV increases were obtained. In particular, increasing the flickering frequency higher than 7Hz revealed a decrease of visual cortices response while the SC response was preserved. Finally, cross-correlation between CBV signals exhibited significant delays (d=0.35s +/−0.1s) between blood volume response in SC and visual cortices in response to our visual stimulus. These results emphasize the interest of fUS imaging as a whole brain neuroimaging modality for brain vision studies in rodent models.

•Dog fMRI typically uses human HRF, but underlying neurophysiology might differ•V1 BOLD signal peaked earlier in dogs than predicted by the human HRF•Tailored dog HRF improved model fit when tested with independent data•Whole-brain comparisons confirmed increased detection power for tailored dog HRF•Dog fMRI will benefit from increased detection power of tailored HRF Functional magnetic resonance imaging (fMRI) of awake and unrestrained dogs (Canis familiaris) has been established as a novel opportunity for comparative neuroimaging, promising important insights into the evolutionary roots of human brain function and cognition. However, data processing and analysis pipelines are often derivatives of methodological standards developed for human neuroimaging, which may be problematic due to profound neurophysiological and anatomical differences between humans and dogs. Here, we explore whether dog fMRI studies would benefit from a tailored dog haemodynamic response function (HRF). In two independent experiments, dogs were presented with different visual stimuli. BOLD signal changes in the visual cortex during these experiments were used for (a) the identification and estimation of a tailored dog HRF, and (b) the independent validation of the resulting dog HRF estimate. Time course analyses revealed that the BOLD signal in the primary visual cortex peaked significantly earlier in dogs compared to humans, while being comparable in shape. Deriving a tailored dog HRF significantly improved the model fit in both experiments, compared to the canonical HRF used in human fMRI. Using the dog HRF yielded significantly increased activation during visual stimulation, extending from the occipital lobe to the caudal parietal cortex, the bilateral temporal cortex, into bilateral hippocampal and thalamic regions. In sum, our findings provide robust evidence for an earlier onset of the dog HRF in two visual stimulation paradigms, and suggest that using such an HRF will be important to increase fMRI detection power in canine neuroimaging. By providing the parameters of the tailored dog HRF and related code, we encourage and enable other researchers to validate whether our findings generalize to other sensory modalities and experimental paradigms.

Despite decades of research, our understanding of the relationship between color and form processing in the primate ventral visual pathway remains incomplete. Using fMRI multivoxel pattern analysis, we examined coding of color and form, using a simple form feature (orientation) and a mid-level form feature (curvature), in human ventral visual processing regions. We found that both color and form could be decoded from activity in early visual areas V1 to V4, as well as in the posterior color-selective region and shape-selective regions in ventral and lateral occipitotemporal cortex defined based on their univariate selectivity to color or shape, respectively (the central color region only showed color but not form decoding). Meanwhile, decoding biases towards one feature or the other existed in the color- and shape-selective regions, consistent with their univariate feature selectivity reported in past studies. Additional extensive analyses show that while all these regions contain independent (linearly additive) coding for both features, several early visual regions also encode the conjunction of color and the simple, but not the complex, form feature in a nonlinear, interactive manner. Taken together, the results show that color and form are encoded in a biased distributed and largely independent manner across ventral visual regions in the human brain.

How is it that groups of neurons dispersed through the brain interact to generate complex behaviors? Three papers in this issue present brain-scale studies of neuronal activity and dynamics (see the Perspective by Huk and Hart). Allen et al. found that in thirsty mice, there is widespread neural activity related to stimuli that elicit licking and drinking. Individual neurons encoded task-specific responses, but every brain area contained neurons with different types of response. Optogenetic stimulation of thirst-sensing neurons in one area of the brain reinstated drinking and neuronal activity across the brain that previously signaled thirst. Gründemann et al. investigated the activity of mouse basal amygdala neurons in relation to behavior during different tasks. Two ensembles of neurons showed orthogonal activity during exploratory and nonexploratory behaviors, possibly reflecting different levels of anxiety experienced in these areas. Stringer et al. analyzed spontaneous neuronal firing, finding that neurons in the primary visual cortex encoded both visual information and motor activity related to facial movements. The variability of neuronal responses to visual stimuli in the primary visual area is mainly related to arousal and reflects the encoding of latent behavioral states. Science , this issue p. eaav3932 , p. eaav8736 , p. eaav7893 ; see also p. 236 Neurons in the primary visual cortex encode both visual information and motor activity. Neuronal populations in sensory cortex produce variable responses to sensory stimuli and exhibit intricate spontaneous activity even without external sensory input. Cortical variability and spontaneous activity have been variously proposed to represent random noise, recall of prior experience, or encoding of ongoing behavioral and cognitive variables. Recording more than 10,000 neurons in mouse visual cortex, we observed that spontaneous activity reliably encoded a high-dimensional latent state, which was partially related to the mouse’s ongoing behavior and was represented not just in visual cortex but also across the forebrain. Sensory inputs did not interrupt this ongoing signal but added onto it a representation of external stimuli in orthogonal dimensions. Thus, visual cortical population activity, despite its apparently noisy structure, reliably encodes an orthogonal fusion of sensory and multidimensional behavioral information.

The hippocampus is essential for spatial and episodic memory but is damaged early in Alzheimer’s disease and is very sensitive to hypoxia. Understanding how it regulates its oxygen supply is therefore key for designing interventions to preserve its function. However, studies of neurovascular function in the hippocampus in vivo have been limited by its relative inaccessibility. Here we compared hippocampal and visual cortical neurovascular function in awake mice, using two photon imaging of individual neurons and vessels and measures of regional blood flow and haemoglobin oxygenation. We show that blood flow, blood oxygenation and neurovascular coupling were decreased in the hippocampus compared to neocortex, because of differences in both the vascular network and pericyte and endothelial cell function. Modelling oxygen diffusion indicates that these features of the hippocampal vasculature may restrict oxygen availability and could explain its sensitivity to damage during neurological conditions, including Alzheimer’s disease, where the brain’s energy supply is decreased. The hippocampus is particularly sensitive to hypoxia but it has been difficult to study blood flow in this region. Here the authors compare the neurovascular function of the hippocampus and cortex and in awake mice, and find differences associated with microvascular structure.