A triple-system neural model of maladaptive consumption

Abstract

Consumption is a rewarding experience that results in dopamine processing in the brain. Repeated and frequent rewarding consumption experiences can sensitize some consumers to “want” more consumption. Unfortunately, some cannot resist such temptations and fail to override their impulsions, which results in maladaptive consumption. Here, we extend the neuro-marketing literature on the neural basis of normal consumption by describing a triple neural model of maladaptive consumption. The systems in this model include reward, self-control/ inhibition, and interoceptive awareness circuits. While these systems are included in common neuro-marketing circuits, they can be modulated to develop defici..