chapter  25
20 Pages

Neuroscience and Addictive Consumption

ByAb Litt, Dante M. Pirouz, Baba Shiv

Understanding these basic neurophysiological mechanisms not only gives us insight into the roots of addictive consumption but also, in so doing, can enrich conceptions of and predictions regarding key behavioral phenomena in choice, control, and compulsion (e.g., those discussed by Faber & Vohs, Chapter 22 of this volume). It also illuminates causal and exacerbating forces driving addictive consumption, and opportunities for and impediments to avoidance, coping, and overcoming by individuals. Examining the bases of addictive consumption can highlight key issues and inform practical recommendations for policy makers and others working to improve consumer well-being, and illuminate important and promising new questions warranting deeper exploration by researchers. In this chapter, we address these and related dimensions relevant to protecting and enhancing consumer well-being and quality of life across both immediate and long-term perspectives. To do so, we present an integrative review of key results from consumer psychology, psychopharmacology, and neuroscienti! c research.