This paper will deal with the impact of neuromarketing and its aspects on the purchase decisions of the young population. The assumption is that everyone is, to some extent, influenced by neuromarketing because it is an unconscious level of influence of external stimuli on people's wishes and preferences. The paper presents the development of neuromarketing, its aspects and the process of making purchase decisions among end consumers. Recently, there has been an increasing struggle for consumers, and marketing tools for attracting consumers are becoming more popular in an increasing number of fields. The appearance of neuromarketing created much resonance in society since it involves neuroscientific research techniques for market research. With increasing development, the polemics subsided a little but still remain. However, neuromarketing is not only widespread in the research sphere of marketing. In sales departments, many aspects of neuromarketing are used to influence people's senses at an unconscious level in order to encourage them to make purchases. This paper examines to what extent is the young population aware of such practices. The goal of the research was to establish the extent to which young people between the ages of 18 and 25 are influenced by neuromarketing. The conclusion is that young people are significantly influenced by aspects of neuromarketing. Colors, product packaging and music exert the greatest influence on their unconscious purchase decisions.