The environment is composed of several elements none of greater importance over another, they all provide something to the subsistence of life, man has always been a master of all that surrounds us has done with what we wanted and has even managed at your convenience. Since the beginning of mankind has lived in contact with nature, however many years before this coexistence was one of complete harmony, was a two way process, the man took care of the environment and this provides you enough to survive, the human being was nothing more than another element of nature was part of it and not the owner of estAhora things are different, every day we hear about the major environmental problem, the little that we do away with those resources we have provided both But the problem is not only dirty water, polluted air, excessive trash is beyond the problem is deeper than we want to believe, the problem will not end just because we stop producing trash or contaminate water, situation is more serious than it seems and perhaps easier to resolve than many believe: however we have learned to live with this, in fact ourselves and we are part of the problem and do nothing about it, precisely because our attitudes are not adequate. Now the problem is that the man was believed both human power and believes that everything can be fixed and needs nothing more, Today our problem is that we as a country is being handled properly three main factors for the solution of problem is the affective and cognitive-behavioral, which if properly applied could pay big dividends for the pro-environmental behavior change in our country, it is true that has been working more with this problem, in fact saturated with information, educational revolution also requires that students know more about environmental issues, but little is being done, the cognitive factor but probably is just doing what needs to be seen is how effective is being, being human is programmed to receive multiple stimuli at once, however, has the ability to discriminate those who did not prove of interest, and that is precisely what is happening with our society, we have learned to live with this problem and in fact and is not given the attention it deserves, it is obvious that you can not reach a positive behavior if attitudes are not positive. .
Antecedents reliable behavior, factors that influence the election of the equity and marks takes little time to visualize images and to enter in the memory and in centers of reward of the brain. Beyond the academic research, a number of university programs of neurocincia, including those that are in are interaction with companies of private consultoria to make the inquiry applied for the great organizations. They are more than 90 companies of private consultoria operating in neuromarketing currently in the United States, as well as in an increasing number of other countries. The media has sensacionalizado many of these inquiries, alleging that the marqueteiros always find ' ' the button to buy in the brain of clientes' ' as result, the use of neurocincia in the commercialization in such a way has defenders and critics. Lawyers they consider that the combination will allow that to the consumers and salesmen to understand better the products that are desired – to a victory/victory for both the parts. Critics alert that the capacity of the consumers to make a logical reasoning, to take decisions informed on purchases will be compromised. Either a lawyer or a critic, many believes that the methods of the neuroimagem will bring significant changes to the marketing of persuasion.
As well as he has forty years, when an only filled computer an entire room and its users waited that the reader did not chew the cards, today the FMRI machine is great, expensive, barulhentas, but it is easy to foresee them, and other technologies of neuroimagem will be developed quickly in powerful portable machines. In the same way, at this moment, the conclusions taken off from the correlation between the cerebral sanguine flow and functions must be faced with caution. Its interpretation requires an affective or cognitiva linking to the reply of neural activity e, in followed, the neural activity a significant reply with the amount of blood taken to a region of the brain. Although, the neurocientistas have made significant advances in the neural activity with the linking to the blood as reply, still it has very to be learned on the relation enters a task related with thought or emotion and neuronal activity. However, it seems probable that the new technologies will allow to neurocincia and commercialization to the investigators better to understand the paper of the emotions in the decision taking, to develop more efficient methods to unchain these emotions, in order to construct to a bigger confidence and allegiance to the mark, to measure the intensity that an individual likes and hates, and, in general, to be persuasivos the marqueteiros. The models of commercialization of persuasion in part II of this Arrigo, will supply a picture to think on the changes that the advanced technologies of the neuroimagem can bring. REFERENCE Journal of Consumer Affairs, Fall, for R. Mark Wilson, Jeannie Gaines, Ronald Paul Hill, 2008.