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 deficits that manifest in maladaptive consumption. They have also been largely examined in isolation. We propose a holistic perspective focusing on the interaction among these brain regions, according to which an imbalance between these systems drives maladaptive consumption. We illustrate these ideas and build on related findings to provide important implications for researchers, marketers, consumer rights advocates, and policy makers.
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