School of Management and Entrepreneurship

Marketing to the consumer senses is called sensory marketing. Notably, there has been a swell of interest in sensory marketing pertaining to (a) the role of senses in curating multisensory experiences for consumers, and (b) the recent sensory enabling technological advancements such as AR/VR and GenAI. The present chapter discusses the emergence, evolution, and emerging perspectives in the field. Specifically, the authors have found that the field of sensory marketing is derived from the hedonic consumption concept and emotional aspects of consumption. In addition, a sensory marketing mix has been constructed to delineate the working of senses in marketing. The study found that multisensory experiences form the core of buyer behavior in sensory marketing. Further, future research insights using sensory neuromarketing tools such as eye-tracking, EEG, GSR, and fMRI may be effective in growing the field. Lastly, the authors discuss the emerging perspectives and future directions for new marketing realities.

Although neuromarketing presents marketers with great potential to gain insight into the neurological mechanisms that influence customer choices, it also brings up important ethical questions because it paves the way for unbridled manipulation of customers by providing unparalleled access to their mind. Thus, it is critical to discuss multi-facets of neuromarketing pertaining to its potential and limitations. This chapter delves into the challenges pertaining to policy implementation, limitations, and potential benefits of neuromarketing on individuals and society.

Despite having multidimensional positive externalities of renewable energy (RE) in theory, the literature on RE's economic and environmental determinants is still very nascent. We have addressed this research gap by considering a balanced panel of 38 OECD nations attempting a phase-by-phase energy transition. We have used data spanning from 2000 to 2020 and deployed the novel method of moments quantile regression (MMQR) approach. Our results unveil that economic complexity reduces the consumption of renewable energy among the OECD nations, indicating that as the export becomes diversified, energy consumption at the production level becomes more dependent on non-renewable sources. This further suggests that OECD nations are yet to meet their renewable energy generation threshold. Moreover, energy efficiency fosters the consumption of renewable energy, substantiating that energy efficiency and renewable energy share complementary co-movement among the OECD nations. Furthermore, we unravel that environmental technology and natural resource rent have heterogeneous effects on renewable energy consumption in OECD. For instance, environmental technology only boosts RE consumption at the higher quantiles (70th to 95th), whereas revenue from natural resource rent curbs RE consumption. Our conclusions hold after a series of robustness checks. Overall, we propose that OECD nations should only export those products with absolute comparative advantage to reduce excessive dependence on fossils. Additionally, investment in renewable energy technology development should be escalated to ensure energy efficiency in the long-term.

Multi-Sensory experience explores the dynamic interplay of various sensory modalities in shaping human perception. The present work delves into the richness and complexity of multisensory integration, investigating how the brain synthesizes inputs from the five senses to construct a cohesive perceptual reality. It examines the role of multisensory experiences in enhancing cognitive processes, emotional responses, and behavioral outcomes. Understanding the mechanisms underlying multisensory perception is crucial for diverse fields, including neuroscience, psychology, design, marketing, and education. The present chapter underscores the significance of multisensory experiences in shaping human experiences and highlights avenues for further research and application in creating more engaging and impactful environments and interventions. By elucidating the basic building blocks of multisensory experience, the study contributes to a deeper comprehension of human perception, offering insights with far-reaching implications for fields ranging from neuroscience and psychology.

Most sectors use ERP systems to automate business processes, improving the overall efficiency and effectiveness of the organizations. Notwithstanding the benefits, they are highly complex systems requiring careful planning for successful implementation. The education sector has adopted ERP to improve administrative operations and academic performance. This chapter explores the key success factors of ERP in schools. Drawing more insights from the adjacent literature on higher education institutes and small and medium-sized enterprises, important factors aligning with ERP in schools are top management support, training, customization, business process reengineering, change management strategy, module business fit, etc. This chapter ends with a suggested future direction for ERP implementation research in schools.