Changes in the competitive structure but also in the consumer behaviour in a globalized business environment have put emphasis on certain questions that brand managers and creative agencies have been asking themselves for decades. The question of why consumers choose a particular product over another represents the major concern of marketing companies and therefore the answer to that question would result in the discovery of the holy grail of marketing. In the absence of the discovery of the so-called “buying button”, when making multimillion-dollar decisions about the brand and marketing communications strategy, companies rely on a combination of their own inner feeling and traditional research methods in detecting consumer desires and needs. That this is not the right way to find the magic formula is shown by the fact that today less than ten percent of all new products and services survive their third birthday, i.e., companies spend and lose hundreds of billions of dollars in vain on product launches. Namely, in a world where consumers are looking for a complete multisensory experience, it becomes crucial to know to what stimuli consumers react to and how, which cannot be determined by traditional methods of marketing research. For that reason, we are witnessing the rapid development of the field of neuromarketing, an emerging field that combines knowledge from medicine, psychology and marketing for the purpose of better consumer behaviour understanding. But while neuromarketing might offer truths that half a century of traditional research could not come close to, the very idea that such methods represent an intrusion into the consumer's brain and its deepest and most intimate desires and needs raises many questions – ethical but also legal. This paper seeks to determine the level of knowledge of the citizens of the Republic of Croatia about the concept of neuromarketing and their perception of the ethical implications of the application of neuromarketing methods.