In recent years, a new tool in marketing research has emerged: neuromarketing. This approach utilizes brain research within a managerial context and has gained significant popularity in both academic literature and the practical world. Neuromarketing, which captured the imagination of advertisers in early 2002, simplifies the process of understanding consumer behavior by delving into the workings of the mind. This paper examines the conceptual role of neuromarketing as an effective tool for marketers in today’s evolving market, which is influenced by increasingly sophisticated consumers. The objectives of our study focus on the rise and significance of neuromarketing, as well as the current practices associated with it, including neuroimaging, EEG, fMRI, and eye tracking. The paper also explores the concept of consumer dialectics, highlighting how consumers often contradict themselves by expressing what they want while acting based on their feelings. Nowadays, marketing research has come to focus on four components of consumers: the physical body, mind, heart, and spirit, with the assistance of neuromarketing practices.