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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 [ABSTRACT FROM AUTHOR]

This paper is extracted from the research "Relationship between executive functions and social cognition with job performance in the Corporación Universitaria Minuto de Dios, seccional Bello" carried out in 2019. Social cognition as a fundamental part of higher cognitive processes and Person - Environment interaction is presented as a leading actor at work and in its manifestations, that is, the level of work performance is closely linked to social interaction skills. The article works with a population made up of university professors from the city of Medellín (Colombia) whose performance is variable but within the criteria accepted by that educational institution and who, in addition, do not present emotional alterations or mental illnesses categorized in the DSM -V. A series of tests are applied to this population that are detailed throughout the writing and a direct relationship between social cognition and performance is evidenced. This investigative work promises a great contribution to the improvement, not only of the performance of the teachers, but also of the quality of life of them and their families and the positioning and continuous improvement of the IES (Institutions of Higher Education). [ABSTRACT FROM AUTHOR]