The purpose of this reflection article is to argue that neuromarketing is not an innovative technique and less a science, for this theoretical tracking and analysis of the concept is made. To develop this, on the one hand the theory of Hobbes and Freud is exposed, and the techniques that Edward Bernays Freud (1891) made are presented. On the other hand, the pseudoscientific characteristics of neuromarketing are presented and little practical applicability of neuromarketing is shown. Finally, three conclusions are made based on the ideas of the authors consulted.