Toward an Integrative Conceptualization of Maladaptive Consumer Behavior

John A. Clithero, Uma R. Karmarkar and Ming Hsu

Journal of the Association for Consumer Research, 2021, vol. 6, issue 3, 334 - 341

Abstract: Consumer research has explored several dimensions of maladaptive decision-making, including compulsive consumption and behavioral addiction. Here we propose extending this work by integrating knowledge and approaches from proximal disciplines. First, we consider the neural mechanisms responsible for a range of reward-based decision-making. Neuroscientific studies have defined generalizable models of how behaviors may transition from goal-directed choices toward habits in ways that facilitate maladaptive choices. Second, we explore findings from psychiatry and clinical psychology showing that behavioral addictions frequently co-occur with other disorders. Drawing on recent work, we outline ways to take advantage of this “comorbidity” to draw inferences about common mechanisms and to enhance relevant models of brain and behavior. Collectively, this allows us a multilayered framework with meaningful promise for untangling the complex mechanisms around maladaptive choices in consumer settings. Furthermore, it highlights opportunities for firms and individuals to ameliorate the harm that these choice patterns can create.

Date: 2021
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