Dopamine, the master reward neurotransmitter: research propositions for advancing consumer neuroscience and neuromarketing research

Purpose To advance the awareness of the role dopamine plays in the consumer decision-making process, this conceptual paper explores the anatomical structure of the brain, neurotransmitters, dopaminergic system activation and offers research propositions for the understanding and advancement of consumers' pursuit of rewards and the purchase decision. Further description of the stimulus–reward relationship is discussed. Design/methodology/approach In an effort to broaden and advance researcher understanding of the role that dopamine plays in consumer decision-making, this paper draws from the field of neurobiology and neuromarketing to link these fields to consumer reward-seeking behavior and to create a better understanding of how these complement each other. Research propositions are proffered to direct and enhance further studies. Findings This article finds that the field of neuromarketing has not flourished as predicted. To help aid and direct future research, this article provides a primer on brain structure, neurotransmitters, and offers the following propositions; (1) a stimulus–reward relationship must be created to move consumers to action, (2) stimuli must be tempered to shape consumer response, (3) rewards should be varied to prevent consumer desensitization, (4) rewards systems should be sustainable and (5) reward activation must be designed to produce minimal harm. Neuromarketing can benefit from more guidance and researcher understanding of what drives consumers to seek rewards. This article helps guide researchers in that understanding. Research limitations/implications Like many conceptual papers, it could benefit from the addition of empirical studies. However, given the purpose and nature of the article, the limitations are acceptable. The implications for future research are numerous. As neuromarketing research has largely been inaccessible for many researchers, this article has the potential to provide researchers with a basic understanding of anatomical and neurobiological structures which have the potential to influence consumer behavior. Originality/value There exists a large gap in marketing literature in helping the researcher understand the basic biological and neurochemical processes which drive reward-seeking behavior. This article provides a deep understanding of the physical structure which drives this process, including the roles of neurotransmitters. This understanding should help researchers to bridge the understanding of the gap between the enigma of the consumer's “black box” and what can potentially drive consumer's to seek rewards.