Competitiveness in the business world in the digital age is becoming stronger and therefore it is necessary to implement the scientific advances that use advanced technology together with an increase in investment in research and development to achieve constant innovation, having this clear, we must emphasize that the marketing area must also evolve to be one step ahead and be able to deliver the product that the customer wants and with which he has some emotional connection that activates his brain and sequentially activates the “buy button”, so the objective of this work is that the reader can understand the impact that neuromarketing has in these times of uncertainty and be able to understand a bit so that an emotional purchase decision is taken first and then it is about rationalizing it.
