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What is Reflective Reward System

Chapter 1
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
A complementary and in some ways, a competitive component of the reactive reward system is the reflective reward system, or the “top-down” component of reward circuitry. This includes important connections from the prefrontal cortex down to the NAc. This system is related to decision making process during shopping.
Published in Chapter:
Importance of Brain Reward System in Neuromarketing
Tayfun Uzbay (Üsküdar University, Turkey)
Copyright: © 2020 |Pages: 24
DOI: 10.4018/978-1-7998-3126-6.ch001
Abstract
Neuromarketing is a relatively new concept. It is simply focused on the relationship between consumer behavior and the brain. For this purpose, it analyzes various customer behaviors towards the product and purchase by using various brain imaging techniques and behavioral methodology. Some limbic structures of brain such as ventral tegmental area (VTA), nucleus acumbens (NAc), and amygdala have a link to prefrontal cortex (PFC) by dopaminergic mesocorticolimbic pathway. This functional link is called brain reward system (BRS). BRS has a crucial role in the decision-making process of humans during shopping as well as addiction processes of brain. Studies investigating BRS in neuromarketing are very limited. In the chapter, working principles of BRS in neuromarketing and association with human shopping behaviors and shopping addiction/dependence has been investigated and discussed.
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