The Neurocincia, the Free Will and the Attempts of Persuasion to the Consumer At the beginning of the quarrel on neurocincia it demonstrates that our biology has an enormous impact on the taking of decision and action, suggesting that the same it can be outside of our morality and ability. Implicit to this belief it is that to know that parts of our brain are stimulated and can disclose the nature of the resultant behaviors. Also if it observed previously, the technology necessary to create visual representations and dynamics of such processes, that is if developing quickly, and the portable machines soon will be available for use of researchers and people of the area of. This equipment can allow the monitorizao of the consumers, with or without its knowledge, permission, or understanding. This ' ' admirable world novo' ' it excites the question how much to the responsibilities adjusted between the consumers and the professionals who they look for to influence its beliefs, feelings and behaviors. Between the philosophers, opinion differences exist on the nature and the priority of the human being.
In a extremity of the specter they are the scholars that they believe that all the beings livings creature are similar, with some having some distinctive traces, but still operates for instinct (Flanagan 2002). Other researchers who cross the borders between science and ethics recognize that primordial the genetic factors are still they believe our capacity to be beings above of biology. Successive generation of studious it analyzed diverse aspects of the construction, many times suggesting that our guilt in situations is dependent to make conscientious choices between the variety of available options and being acted voluntarily. As consequence, the free will supplies a base on which the people have looked for to differentiate ones of the others and that they exert on its lives have a true importance.