In the 90's, during the heyday of the global neoliberal system, technologies were developed that facilitated the recognition of the function of the consumer's brain, thus entering the field of marketing, one of them is related to consumption based on taking of purchase decisions. Therefore, the objective of this research is to contribute to business growth, strengthening management strategies on marketing actions leveraged in neuromarketing in order to better understand the motivations that precede the purchase. This is how in the business world it is not enough to analyze what customers say, nor to observe the way they behave, it is also necessary to investigate the neurocognition mechanisms involved, from there the premise starts, it is more important to discover «what the person thinks», to recognize «what he says he thinks fundamental principle of behavioral economics.