This master's thesis investigates the role of neuromarketing as a contemporary tool for understanding and influencing consumer decision-making. Neuromarketing, as an interdisciplinary field, combines and draws insights from neuroscience, marketing, and psychology, with the aim of gaining a deeper understanding of the subconscious mental processes that influence consumer behavior. The paper begins by highlighting the changing marketing environment, characterized by demands for more precise market research and understanding of the factors that impact consumer buying motivation. The main driver behind the symbiosis of marketing and neuroscience is the departure from traditional approaches to consumer market research and the traditional consumer decision-making model, which do not contribute to a comprehensive understanding of consumers. The paper outlines the history and development of neuromarketing, along with its definitions, and presents an overview of the key methods that enable insights into the emotional reactions, arousal levels, and aspirations of consumers during their contact with marketing stimuli. Furthermore, the paper critically examines the ethical issues and potential implications of neuromarketing, such as the possibility of manipulating consumers and infringing on their privacy. Additionally, it presents examples of successful neuromarketing applications, emphasizing the significance of branding and marketing strategy, changes in the aesthetic appearance of magazine covers and products in the consumer decision-making process, and the ineffectiveness of visual warnings in addressing harmful consumer habits.