On February 6, 2025, Olena Shuvanova, assistant professor of the Department of Management, Marketing and Quality Assurance in Pharmacy, gave a popular science lecture to students of the Boyko Author’s School on the topic “Revealing the Secrets of Consumer Behavior”. The event, which was attended by more than 35 10th grade students, was held online. During the lecture, examples of the use of marketing tools to influence consumer behavior, including neuromarketing technologies, were given. Students learned how brands influence purchasing decisions and what psychological tricks companies use to interest consumers. This lecture not only provided a lot of useful knowledge, but also helped to look at shopping with completely different eyes!