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Neuromarketing is a relatively new topic and plays an important role nowadays in marketing and consumer research. Especially in the business environment, companies thrive to better understand the attitudes, the feelings and the involuntary reactions of their future customers. In such cases, it is very useful for them to take into consideration the use of the neuromarketing tools as research methods. This paper presents the results of an eye-tracking experiment which analyses the consumer’s reactions towards home service robots and their appearance. A picture collage containing four types of service robots with more or less human-like characteristics was presented to the subjects. The results of the eye-tracking experiment show that the consumers are not yet prepared to accept robots with an increased level of anthropomorphic appearance. The key performance indicators show that the robot with the least human-like characteristics was the first one to be noticed, while the robot with the largest display has been studied for the longest time. Furthermore, most consumers have been curious about the various tasks done by each robot and have watched their descriptions for a relatively long period of time.