This article considers under an investigative stage academic, from the Faculty of Administration of companies of the National University of headquarters Colombia Manizales, with goal carrying out a bibliographic revision on the academic works that have been elaborated in the field of the neuromarketing and presenting the partial results of a study on the incidence of the mirror neurons in the consumers of Coca-Cola of the city of Manizales. In order to achieve this purpose are used tools technological and of research as: the electroencephalogram of 32 electrodes and the K-38 software, that allow by an neuro-image analyzing the cerebral activity; besides use is made of surveys of sensorial perception before and the people after specific stimuli that they were exposed to who carried out the test.