Neuromarketing allows marketers to profoundly engage with consumers' latent cognitive processing processes to elicit the desired response. Marketing's more complicated phenomenon is pricking the brain's touch spots to accelerate customer response. To determine how neurons in the human mind work in accordance with marketing principles, this conceptual paper aims to answer three questions: the significance of neuromarketing in the marketing world; the impact of neuromarketing on consumer buying behaviour; and the assessment of neuromarketing with conventional marketing techniques considering previous research. This study reveals the systematic literature review. According to neuro-marketing literature, marketers need automated tools to understand human cognitive processes and build customized market offerings for their target clientele. Because customers are ignorant of their goals, automatic response devices and methodologies can help investigate the neurons of the mind responsible for buying actions in consumer purchasing behaviour. Neuroscience and marketing collaborated to create these automated research tools to study human emotions that influence purchases.