<p>Neuromarketing has emerged as a promising approach for uncovering unconscious drivers of consumer decision-making, yet little is known about how consumers in emerging markets perceive its use. This study investigates awareness and perception of neuromarketing among Indian university students, an important demographic representing future consumers and professionals. Drawing on the Technology Acceptance Model (TAM), awareness is linked to perceived ease of use and perception to perceived usefulness, extending TAM into an ethically sensitive marketing context. A survey of 408 students from South Indian universities was conducted, and data were analyzed using descriptive statistics, reliability tests, and ANOVA. The results reveal a distinct awareness-perception gap: although knowledge of neuromarketing tools is limited, students perceive their application positively in areas such as product testing, advertising, and pricing strategies. Gender and educational level significantly influenced perceptions, while age showed no significant effect. The findings contribute to theory by demonstrating how TAM constructs operate in the context of neuromarketing, to practice by emphasizing the need for awareness-building and transparent communication, and to policy by underscoring the importance of ethical guidelines for consumer protection. By focusing on Indian students, this study not only provides insights into a critical youth demographic but also highlights implications for marketers and policymakers in emerging economies.</p>