The new way of doing marketing the so -called neuromarketing, which is a combination of neuroscience findings collected for and used in the marketing domain, has raised a lot of support but a lot of critic as well. The research question is focusing on whether the neuromarketing has been an approach of explaining and defining the human behavior, or whether it has transformed to an unethical manipulation of consumers in order to discover the much wanted “buy button” in consumers’ brains. Additionally issues of validity of neuromarketing researches is to be examined as well their purpose of conduction and the use of their findings. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing