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What is Addictive Behavior

Chapter 1
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
An addictive behavior is a behavior, or a stimulus related to a behavior (e.g., shopping, food, gambling, some drugs), that is both rewarding and reinforcing, and is linked with the development of an addiction.
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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Chapter 53
Online Advice, Guidance and Counseling for Problem Gamblers
Any behavior that takes over the life of an individual and compromises occupational and social activities, and personal relationships. The behavior is typically used to modify mood, causes withdrawal effects if unable to engage in the behavior, and other consequences (e.g., tolerance, relapse, cravings, etc.). The behavior may be chemical (e.g., alcohol addiction) or behavioural (e.g., gambling addiction).
Published in Chapter: Online Advice, Guidance and Counseling for Problem Gamblers; From: Handbook of Research on Developments in E-Health and Telemedicine: Technological and Social Perspectives
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