Women should not be sold beautiful shoes, but beautiful legs. What the founding father of motivational research, Ernest Dichter, noted more than 50 years ago is gaining new significance due to insights from neuromarketing. This approach introduces a young scientific discipline that is currently being intensely discussed in the economy. The interest in this topic stems from the need for a better and more comprehensive understanding of consumer behavior. Throughout the study, it is demonstrated that neuromarketing means much more than just the use of imaging techniques. An empirical investigation provides a current assessment of the practical relevance of methods from cognitive neuroscience.