Previous studies from our laboratory have demonstrated that stimulation of 5-hydroxytryptamine2A receptors in rat cerebellar granule cells produces an increase in the levels of 5-hydroxytryptamine2A receptor messenger RNA and binding sites, and that this up-regulation requires de novo RNA and protein synthesis. Here we showed that up-regulation of 5-hydroxytryptamine2A receptor binding sites induced by stimulation with the 5-hydroxytryptamine2A/2C receptor agonist, (+/-)-(2,5-dimethoxy-4-iodophenyl)-2-aminopropane (DOI), is associated with an increase in the 5-hydroxytryptamine2A receptor transcription rate. To examine the possible role of transcriptional activation in DOI-induced 5-hydroxytryptamine2A receptor up-regulation, we studied the effects of DOI on transcription factor binding to activator protein-1 and cyclic AMP-responsive element (CRE) DNA consensus sequences. We found that DOI induces a time-dependent increase in activator protein-1 and CRE transcription factor binding activity, which is blocked by 5-hydroxytryptamine2A receptor antagonists. Similar to 5-hydroxytryptamine2A receptor up-regulation, DOI-induced activator protein-1 binding is suppressed by inhibitors of calmodulin and Ca2+/calmodulin-dependent kinases. The increased activator protein-1 binding is effectively competed by excessive activator protein-1 and CRE sequences as well as endogenous activator protein-1-like sequences present in the rat 5-hydroxytryptamine2A receptor gene. Supershift assays revealed that cAMP-responsive element-binding protein (CREB) and Jun D are common components of both activator protein-1 and CRE binding complexes. DOI also increased the level of phospho-CREB in a time-dependent manner. The binding of phospho-CREB transcription factor to the activator protein-1 site suggests that CREB may modulate the transcription of genes that contain activator protein-1 but lack CRE site in their promoters, through interaction with the activator protein-1 site. The rat 5-hydroxytryptamine2A receptor up-regulation may involve such a mechanism.