New Delhi, July 2 (IANS) In a rapidly evolving world of artificial intelligence and augmented reality where the average smartphone lasts a mere two to three years and electric cars are the new buzzword, a better understanding and nuanced and apposite application of neuroscience-based approaches will considerably increase success rates in areas like marketing, HR management and leadership, says Prof Arvind Sahay, a highly respected faculty member of marketing at IIM-Ahmedabad and the Chairperson of the NSE Centre of Behavioural Science.