Promotion represents communication with the market in order to increase the number of consumers of a particular product or service that the promotion is focused on. Marketing experts use the optimal combination of all the elements of a promotional mix in order to promote products or services more successfully. The promotional mix consists of advertising, direct marketing, sales promotion, personal selling, publicity, public relations and outdoor advertising. Attitude is learned and consistent and represents the willingness of an individual to react in a favourable or unfavourable manner to a particular object. Consumer behaviour is a process that includes obtaining products and services, consuming products and services and post-purchase behaviour. The question of ethics is often associated with the promotion because of the fact that retailers often do not care about ethics or even intentionally manipulate consumers. Because of the way of their implementation, behavioural marketing and neuromarketing are often considered unethical. Neuromarketing uses techniques such as brain imaging and physiological measurements to give an insight into the unique people experience of specific stimuli. Behavioural marketing collects all possible data on consumers to create a marketing plan. Primary research has been conducted by using an online survey on a sample of 224 respondents. It has been concluded that the majority of respondents are aware of the existence of promotion in their environment. They most commonly perceive advertising. Respondents are usually informed about desired products via the Internet. Too many promotional activities will deter respondents from buying products promoted in such a way. This kind of promotion is most annoying on TV. Most respondents have noticed unethical promotion in their environment and one third of them will be deterred from product purchase. Despite this information, the majority of them has actually a neutral opinion about the ethics of individual forms of promotion. Unlike the elements of the promotional mix, behavioural marketing is considered unethical by a third of respondents, while neuromarketing is considered unethical even by two thirds of respondents. The study has found a statistically significant association between awareness of respondents about the existence of promotion and decisions to purchase the promoted product. It has also found that demographic characteristics do not affect the subjects’ familiarity with different methods of promotional activities and their awareness about the ethics of promotional activities.