#BehavioralScience

A new wave of science-backed thinking argues that scaring people about disease won’t get them off the sofa — but making movement feel fun just might. A recent commentary in New Scientist crystallised this pivot in approach, noting that fear of illness hasn’t motivated people to exercise, and proposing that it may be time to emphasise the enjoyable aspects of moving our bodies. The argument lands as fresh global data show physical inactivity is rising, with nearly one in three adults not meeting recommended activity levels in 2022, according to the World Health Organization (WHO) and partners in The Lancet Global Health. If trends continue, inactivity could climb to 35% by 2030, putting the world further off track from agreed targets to reduce inactivity and fuelling the burden of heart disease, diabetes, dementia and some cancers. As WHO’s chief put it, the numbers represent a “lost opportunity” to improve health that requires bolder action and innovative motivation — including making physical activity accessible, affordable and enjoyable. For Thailand, where office work is expanding and sedentary time is high even as many adults still meet movement guidelines, the evidence points toward a simple cultural truth: sanuk — doing things in a way that feels enjoyable — may be our most powerful lever to build lifelong active habits that stick (New Scientist; WHO news release; The Lancet Global Health study).

A new wave of science says fear-based health campaigns don’t build lasting exercise habits. Instead, joyful, social, and easily accessible activity—rooted in Thailand’s own sanuk culture—may unlock higher participation and long-term health gains. Researchers emphasize that enjoying movement is more powerful than warning about disease risk, a shift with clear implications for Thai readers and policy makers alike.

Data from global health authorities show inactivity is a rising concern, with nearly one in three adults worldwide not meeting movement guidelines and projections suggesting continued growth unless interventions adapt. In Thailand, office work and urban living increase sedentary time, yet many adults still meet basic movement targets. Emerging evidence suggests sanuk—the Thai emphasis on making activities enjoyable—could be the country’s most effective strategy to cultivate sustainable physical activity and reduce chronic disease.

Groundbreaking research is fundamentally challenging decades of health messaging by demonstrating that fear-based exercise promotion fails to motivate sustained physical activity, while joy-centered approaches could unlock unprecedented participation rates across global populations struggling with rising inactivity. A comprehensive New Scientist analysis crystallized this paradigm shift in exercise psychology, arguing that traditional disease-prevention messaging has proven ineffective at encouraging movement, while strategies emphasizing enjoyable physical activity show remarkable promise for creating lifelong healthy habits. This scientific revolution arrives at a critical moment as World Health Organization data reveals physical inactivity affecting nearly one in three adults globally, with projections indicating 35 percent inactivity rates by 2030 unless dramatic interventions occur. For Thailand, where office work expansion creates increasing sedentary time despite many adults still meeting basic movement guidelines, emerging evidence points toward a profound cultural advantage: sanuk—the Thai emphasis on making activities enjoyable—may represent the nation’s most powerful strategy for building sustainable physical activity habits that prevent chronic diseases while enhancing quality of life.

A new study is challenging how we think about procrastination, revealing that people often delay not just unpleasant tasks but experiences they actually enjoy—such as reconnecting with friends, visiting attractions, or savoring special treats. The research, published in the journal PNAS Nexus and reported by The Washington Post, uncovers a hidden pattern: the longer people put off pleasurable activities, the harder it becomes to finally enjoy them, investing joy with so much expectation that the “perfect moment” never seems to arrive ().

A surge of behavioral research is reshaping how we think about procrastination. Scientists now show that people often delay not only dull tasks but also the very moments that bring joy. The phenomenon—joy procrastination—affects everyday acts like reconnecting with friends, visiting local attractions, or enjoying a treat. In a study published in a leading neuroscience and psychology journal, researchers reveal that postponing pleasant experiences can make them harder to enjoy later, as people chase an ever-elusive “perfect moment.”

A new synthesis of 25 years of global research links certain hormonal patterns to psychopathic traits, offering fresh angles for early intervention among at-risk youths. The analysis suggests biology and behavior are more intertwined than once thought. In Thailand, where youth behavior and mental health are policy priorities, these findings could inform holistic prevention strategies that combine education, health services, and social support.

Across 26 studies, researchers examined hormones such as cortisol, testosterone, estradiol, oxytocin, and DHEA in adolescents and young adults. The most consistent finding is that higher resting cortisol levels—the body’s main stress hormone—are associated with impulsive and antisocial aspects of psychopathy, rather than emotional detachment alone. This nuance challenges older ideas and points to a dynamic link between biology and conduct.

A new meta-analysis has shed light on the complex links between hormonal activity and psychopathic tendencies, raising the prospect of more nuanced approaches to identifying and supporting at-risk youth. The study, published in Psychology & Neuroscience, draws on 25 years of worldwide research and upends some previous assumptions about the biology of personality disorders, with potential implications for prevention and mental health services in Thailand and beyond (psypost.org).

At its core, the research reviewed studies examining the role of endocrine system hormones—such as cortisol, testosterone, estradiol, oxytocin, and dehydroepiandrosterone (DHEA)—in the development of psychopathic traits, especially during the sensitive years of adolescence and early adulthood. The strongest and most consistent finding was a statistically significant association between higher baseline levels of cortisol—the body’s primary stress hormone—and the impulsive, antisocial dimension of psychopathy.

A new study reveals that casinos may use blue-heavy lighting to influence how long guests stay, how quickly they gamble, and the decisions they make. The findings highlight the psychology behind modern casino design and raise questions about ethics and consumer protection as Thailand examines the potential for legal gaming and integrated resorts.

Casinos are engineered environments. Every detail, from floor patterns to ambient music, is chosen to keep guests engaged and spending. The study focuses on short-wavelength blue-enriched lighting as a tool that can keep patrons awake, alert, and more willing to take risks for longer periods. Researchers say blue light can temporarily boost cognition and suppress fatigue, nudging players toward extended play and higher losses—benefiting the house.

A recent study has revealed that many casinos are strategically using blue-heavy lighting schemes to manipulate the behavior and decision-making processes of gamblers, raising fresh questions about the ethics and psychology behind casino design. The research, showcasing the subtle but powerful ways that environmental factors can sway human actions, is particularly relevant to Thailand as it debates the future of legal gaming and examines international best practices amid regional gambling booms.

Stress pushes people to choose riskier options, with noticeable differences between men and women. A University of Arkansas study, published in Psychoneuroendocrinology, explores how stress reshapes judgment and decision-making. The findings matter for daily life in Thailand, where economic uncertainty and personal finances are a constant concern for many households.

The study centers on loss aversion—the tendency to fear losses more than valuing gains of equal size. Under pressure, this protective instinct weakens, leading to bolder choices. The lead author, an assistant professor of psychological science, notes that stress makes him hesitant to decide when potential losses are at stake. This mirrors a common Thai experience during times of job insecurity or volatile markets, where residents weigh investment and financial decisions carefully.

A new study from the University of Arkansas reveals that stress significantly nudges people toward making riskier choices, with key differences in how men and women respond to decision-making under pressure. The findings, published in the journal Psychoneuroendocrinology, mark an important step in understanding how stress changes our judgment—a topic with direct relevance to the daily lives and financial wellbeing of Thais, especially in uncertain economic times.

At the heart of the research is a concept called “loss aversion,” referring to the well-established human tendency to fear losses more than we value equivalent gains—for example, losing 3,600 baht hurts more than the pleasure of gaining 3,600 baht. Under stress, however, this protective instinct weakens, resulting in bolder, riskier decisions. As the study’s lead author, an assistant professor of psychological science, explains, “In my own life, if I’m stressed, I’ll wait to make a decision that could have potential loss implications.” His reflection echoes a common experience for many Thai workers—such as hesitant investment decisions during periods of high job insecurity or fluctuating market conditions.

It often seems like a no-brainer: after months or even years away from beloved activities or close friends, one might expect people to jump at the first opportunity to return. But surprising new research suggests the opposite may be true—intense longing can actually morph into procrastination, with people intentionally delaying joyous reunions and experiences in the hope of making them even more meaningful. This paradox, revealed in a new study published in the journal PNAS Nexus and summarized by Neuroscience News, uncovers a hidden link between pleasure and procrastination that has powerful implications for personal happiness and social connection (Neuroscience News).

New research reveals a surprising twist: longing for a loved activity or reunion can lead people to delay returning, not jump back in. The study, published in PNAS Nexus and summarized by Neuroscience News, shows that intense anticipation can cause a ritualized postponement of joy. This has broad implications for personal happiness and social connection.

For Thai readers, the findings resonate in a post-pandemic world where family dinners, local festivals, and Songkran celebrations were paused or altered. The research challenges common assumptions about motivation and invites a closer look at the psychological barriers people face when re-engaging with positive moments.

A recent psychological study has found that individuals with higher levels of psychopathic traits are capable of recognizing unfair treatment, but are significantly less likely to act by punishing such behavior. This groundbreaking research, recently highlighted by PsyPost, sheds new light on how personality characteristics influence responses to injustice, raising important questions for educators, mental health professionals, and policymakers in Thailand and worldwide.

Understanding the motives behind moral or antisocial behavior is critical for developing effective interventions in society. For Thai readers familiar with discussions about social justice and community well-being, these findings offer new insights into why some individuals may remain passive witnesses to unfair acts, failing to support victims or deter wrongdoers. While the classic image of the “psychopath” is associated with lack of empathy and disregard for rules, the latest findings suggest that even those with pronounced psychopathic tendencies are not necessarily unaware of what is unfair—they simply make a conscious decision not to intervene.

A new psychological study suggests that people with higher levels of psychopathic traits can recognize when a situation is unfair, but are less likely to take action to punish unfair behavior. The findings, highlighted by PsyPost, illuminate how personality influences responses to injustice and raise important questions for education, mental health, and policy in Thailand and beyond.

For Thai readers concerned with social justice and community well-being, the research offers fresh insight into why some bystanders may remain passive when others suffer from unfair treatment. While the archetype of a psychopath emphasizes a lack of empathy, the latest results show that recognition of unfairness does not always translate into intervention. Instead, individuals with pronounced psychopathic traits may assess the personal costs and benefits before deciding whether to respond.

A decade after its introduction, the EAST framework—representing Easy, Attractive, Social, and Timely—remains a powerful guide for anyone seeking to encourage positive behavior change, from individuals to organizations and governments. First developed by leading behavioral scientists to synthesize a vast body of research on human behavior, EAST has maintained its relevance according to recent reports and continues to shape contemporary strategies for driving change in health, education, and beyond. As the world and Thailand face complex challenges that often hinge on helping people change daily decisions and routines, understanding EAST’s principles is more critical than ever.

A decade after its launch, the EAST framework—Easy, Attractive, Social, and Timely—still guides efforts to change habits across individuals, organizations, and governments. Developed by leading behavioral scientists to summarize decades of research, EAST remains relevant for health, education, and beyond. As Thailand faces complex challenges that hinge on daily decisions, understanding EAST’s principles is especially important.

The anniversary underscores EAST’s ability to translate science into practical actions. In a moment when policymakers and public health advocates must influence behavior—from pandemic response to environmental action and schooling improvements—simple, evidence-based approaches are invaluable. For Thai readers, the framework offers timely guidance as authorities tackle non-communicable diseases, air quality, and educational outcomes that depend on widespread adoption of healthier or more effective routines.

A new study suggests that pairing workouts with activities you already enjoy can significantly increase motivation to exercise. The finding, highlighted in a recent health-focused piece, offers a practical approach for Thailand where rising sedentary lifestyles pose concerns for obesity, diabetes, and heart health. Local health experts note that engaging, culturally relevant strategies are essential to help Thais stay active.

The core idea, often called temptation bundling in behavioral science, is simple: combine a less-liked task (exercise) with a rewarding activity (for example, listening to music or catching up with friends during a run). When exercise is linked with pleasure, people are more likely to start and sustain physical activity, and they report greater satisfaction after workouts. This aligns with established research showing that rewarding pairings can shift habits over time.

In a promising development for anyone struggling to maintain regular physical activity, recent research highlights that combining exercise with another enjoyable activity can significantly enhance motivation to work out. According to a new report covered by Psychology Today, this innovative strategy could hold the key to overcoming common barriers to exercising — an issue especially relevant as Thai society faces rising rates of sedentary lifestyles and related health challenges.

The central finding of the study, as summarized in the Psychology Today article, is that when individuals merge workouts with other pleasurable experiences — such as listening to their favorite music or podcasts while jogging, or exercising with friends — their willingness to participate in physical activity increases markedly. This approach, sometimes referred to as “temptation bundling” in behavioral science literature, leverages the psychological principle of making a less favored task (exercise) more appealing by coupling it with an activity that is intrinsically enjoyable.

A groundswell of new research is challenging the widespread perception that gossip is simply a destructive habit, with evidence emerging that exchanging tidbits about others can actually benefit our mental health and strengthen social bonds. According to psychology experts cited in a recent Fox News report, indulging in gossip—in moderation—could be a surprisingly positive force in our daily lives, while cautioning that, as with many things, too much can turn sour (Fox News). Scientific publications and scholars are re-examining the nature and potential good of gossip, compelling societies like Thailand to re-evaluate how these informal conversations fit into communal life.

New research is reshaping the idea that gossip is purely harmful. Studies suggest that sharing small, accurate information about others can benefit mental health and strengthen social bonds when done in moderation. Experts say gossip can function as social navigation, helping people decide who to trust while maintaining group cohesion. This perspective invites Thailand to rethink how casual conversations fit into daily life.

In Thai culture, gossip often carries a stigma, associated with discord or reputational harm. The proverb “Silence is golden” reflects a long-standing value placed on discretion. Yet in workplaces, schools, temples, and family gatherings, conversations about others persist. These exchanges can entertain, offer warnings, or reinforce community norms, alongside the risk of harm.

In an era of ongoing social, political, and workplace challenges where authority and individual will often collide, understanding why people obey orders is more relevant than ever for Thai society. Recent discussions sparked by “Why We Follow Orders: The Neuroscience of Compliance and Control,” a feature on the Michael Shermer Show, have brought new research to the public eye, shedding light on the brain mechanisms and situational dynamics that drive human compliance. This emerging field offers crucial lessons not only for authorities and educators but also for anyone navigating the fine line between following instructions and maintaining personal agency.

Obedience to authority shapes many aspects of Thai life—from classrooms and workplaces to public safety. A fresh wave of research highlights why people tend to follow commands, and what this means for personal agency in a modern Thai context. The discussion stems from “Why We Follow Orders: The Neuroscience of Compliance and Control,” a feature featured on the Michael Shermer Show, which translates cutting-edge science into practical insights for everyday life.

A new form of self-importance is gaining attention: communal narcissism. Unlike the flashy, self-centered stereotype, communal narcissists project themselves as champions of the community and benevolence. Yet experts say their motivation is to attract praise and status, not true concern for others.

Researchers identify communal narcissism with a person who presents themselves as the community’s backbone. The aim is to gain validation and esteem from others. As a leading psychology professor explains, this type of narcissism wears a mask of moral virtue, turning acts of kindness into a vehicle for personal prestige.