A Triple-System Neural Model of Maladaptive Consumption

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...