Neuromarketing is very interesting and can be very helpful in determining and shaping the right consumer behavior for your brand. However I feel that understanding consumer behavior in a controlled environment using technologies such as fMRI could be miscalculated and misjudged. Its results could not be made a benchmark . People come across advertisements, promotions and brand experience in different environment, at different times in a day, in different state of mind and under different psychological and social pressure. All of such experiences could determine different sets of results for every one and could evolve time to time and place to place.