Neuromarketing has been described as ' ' application of the methods of laboratory for neurology, the questions of advertising of mundo' ' (Thompson 2003). Recently, the International Journal of called Psychophysiology neuromarketing ' ' the application of the neurocincia methods to analyze and to understand the human behavior in relation to the markets and the commercialization of intercmbio' '. It’s believed that Edward C. Tolman sees a great future in this idea. In the truth, the improvements in neuroimagem technologies it will continue to make advances to the knowledge of as the people take marketing decisions and as they can influence the decisions. The use of a not invasive technology, the neuroimagem, functional magnetic resonance (FMRI) has tried a growth fast especially. It allows the investigators to isolate the systems of neurons associates with the functions of the brain. For example, when a person looks at for an announcement printed matter, the active light some of 125 million neural visual receivers, batons and cones, in each eye. These sinas in the nerve are what they concentrate the pupils and co-ordinate the ocular movements during the announcement. Other signals as rods and cones pass for staple fibres of the optic nerve, some of which pass crossed to the other side of the brain, so that the left half of the announcement is perceived by the right hemisphere of the brain and the right half, perceived for the left hemisphere.
The information is processed in form, color, space localization and as the signals pass through the lateral nucleus, in its way for assembly in the located visual cortex in the behind part of the brain. Memories unchained for an announcement are stored in all the cerebral cortex and remembered hipocampo through the stored localization in depth in each cerebral hemisphere, emotional memories and live deeply are processed by amgdala, another located nervous beam close to the base of each hemisphere. Using FMRI, researchers are capable to see the images of the neural activity associate with the vision, as well as with the cognitivo and affective functioning and the answers for the reaction of the propagandas.