Neuromarketing is a relatively new area of economics or marketing that combines neurology, economics and psychology, and in that way study consumer behavior. The purpose of neuromarketing is to understand what directs the consumer to purchase a particular product or service. To get an answer on this question, it is necessary for experts to study the subconscious of consumers. The neuromarketing use a variety of techniques. The most common technique is fMRI, which shows how some part of the human brain reacts to certain pictures, smells, sounds and words. Scientists have found a standard model in which consumers react when they feel a certain emotion. To recognize the emotion, experts measure breathing rate, heart rate, body movements and sweating. Research shows that a decision of the brand choice when purchasing we bring in an average of 2.6 seconds. Also, more than 50% of decisions are made subconsciously. It is interesting that the smell and sound are proven as stronger incentives for the purchase then eyesight. Some companies on the West went so far to let artificial fragrances fresh baked bread from the vents in their shops to help customers to feel like home. Of course, such methods are being unethical because they involve deception of consumers. Methods of neuromarketing must be consistent with doing business ethically and legally getting the results that they could be considered as methods of market research. Today, most business entities use some of neuromarketing research methods, which can be seen by the growing number of companies that provide services of neuromarketing.