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Introduction: the innovations that occur at the technological level have caused various transformations in which the evolution of scientific work has been creating various areas of knowledge that address the problems of human beings from different angles. In the organizational field, the studies have been highlighted in what concerns innovation of products and services without detracting from the arguments in favor of knowing the real needs of the consumer, as mental processes that significantly support the various behaviors of this. Methodology: Narrative review of the literature on the neuroconsumer, to reveal the sense of the mental patterns of this one, based diachronically on the neuroscientific knowledge. A scientific mapping of documents on the neuroconsumer, brain dynamics, and emotions, period 2017- 2022 in high impact indexed journals: Scopus and Web of Science, was performed. The referenced structurally describes the bibliography, finding thematic axes. Results: The review evidences the link between marketing that is part of neuroeconomics and neuroscience as a novel vision that addresses the analysis of consumer behavior in a deeper way in the purchase decision process. Discussion and Conclusions: Two clusters were identified from the networked understanding: consumer behavior and emotions created in the brain. The interpretation of the findings highlighted the relevance of brain dynamics to the "hidden psychological traps" in making a decision and in the choice of a product or service. There is no evidence of research in this regard, only those linked to neuromarketing. [ABSTRACT FROM AUTHOR]