The paper researches genesis, role and application of neuromarketing, analyses and compares results of former research and presents the impact of neuroscientific methods and techniques in marketing on a consumer, as well as technological, legal and ethic limitations. Aim of the paper is to explore how neuromarketing helps in discovering subconscious reactions of consumers and to improve marketing elements (advertising, price perception, developing new products and brands in consumers’ awareness, design and packaging, communication, etc.) which have influence on consumers’ behaviour, decision making and gaining trust, as well as to present advantages and limitations in application of these methods and techniques in neuromarketing research. In the paper is applied theoretical and comparative analysis method, method of proving, generalizing and case study analysis with the aim of systematic and apposite research. Examples of studies dealing with influence of neuromarketing research are analytically described in relevant information resources. Information on neuromarketing is collected from primary and secondary resources, international multydisciplinary data bases (Web of ScienceTM, Scopus, EBSCO), biomedical data base PubMed, sites of scientific and professional journal 'Hrčak' of the Republic of Croatia, web pages of the American Marketing Association, Society for Neuroscience, neuromarketing companies, medical dictionaries and encyclopaedias. The paper gives overview of neuromarketing companies which are primarily engaged in application of neuroscience and biometrical methods, in order to evaluate the response of consumers to different stimulants. Given results have shown that methods and techniques which are applied in neuromarketing enable better understanding of human brain functioning as well as factors which influence behaviour of consumers and subconscious process of shopping decision making.