Based on these area of research companies might have direct an indirect benefits from the neuromarketing studies. The direct benefits refer to key aspects of the business field such as products and services, brand , advertising ,packaging , in-store solution or business online. In this case the neuromarketing studies outputs can be immediately implemented and results can be measure. Regarding the researches with indirect benefits they can be categories in more groups: choice and preferences, decision process , purchase intent ,regional brain activation to marketing stimuli ,hormones and reward and unconscious mind of the consumer underlying the emotions role in consumer behavior. This category of research leads to general outputs and every company has to implement the finding according to their specific.
Conclusion
Neuromarketing studies are in their infancy and most them are experimental. Generally , the lack of unity from the methodology point of view may lead to unclear outputs. However ,as Dr.Eric Kandel asserted understanding the human mind in biological terms has emerged as the central challenge of science in the twenty-first century Neuromarketing researchers need to do much more work into theory development and testing in order to move forward. From the methodology perspective one because of the complexity and high costs of this type of research. Sometimes only qualitative methods are not enough to bring with it accurate results and strong arguments. Future interested researchers should pay attention to both the quantitative and qualitative studies and explore data from a higher number of subjects. This study gave an integrative literature on neuromarketing studies from 2007 to the present.Twelve areas of studies were identified and classified according to the topics and patterns of papers,. According to finding there are two classes of studies : with direct benefits and immediate implementation and with indirect benefits which require adjustment to the specific features of each company .Neuromarketing research helps companies in their marketing campaigns and forr deeper consumer insights. It represent a new frontier in understanding consumer behavior, gaining rapid credibility and adoption among marketing professionals an entrepreneurs.