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The purpose of this paper is to highlight state-of-the-art digital human modeling applications in aviation and aerospace industry, generate research interest and promote application of digital human modeling technology among audience of diverse background including researchers, students, trainees, etc. in academia and industry; designers; engineers; and ergonomists associated with aviation and aerospace sectors.

Comprehensive literature search was performed and, subsequently, all publications identified were studied thoroughly at least by abstracts. Available information has been segregated under different headings and depicted systematically for easy understanding by readers.

Virtual human modeling technology has been used in assessing reach and accessibility in aircraft cockpits, creating accurate posture libraries, performing vision analysis for pilots, determining design modifications to accommodate female users, predicting probable pilot behavior in proposed cockpit design, simulating air flow and heat transfer in fighter plane’s cockpit, assessing comfort of airplane passenger seats, maintenance studies, human spaceflight training, verifying component accessibility, investigating impact of space suit parts and harnesses, etc. Traditional approach for ergonomic investigations (involving costly physical mockups and trials with real humans) can be effectively replaced by evaluations facilitated by digital mockups and digital humans.

Being a review paper, the present manuscript is purely academic in nature.

The present paper represents critical review (with up to date references), leading to a comprehensive knowledge body about application of digital human modeling in aviation and aerospace industry. Avenues still to be explored have been identified and future research directions have been given aiming at aviation and aerospace completely human centric.

The Indian microfinance industry witnessed one of the fastest growths in the recent times. However, the striking feature of this growth is that the Microfinance Institutions (MFIs) are concentrated only in some specific regions of the country. There is a huge geographical skew in the distribution of the MFIs. In this paper, an attempt has been made to explain these geographical skew by using the macro variables of the states. The objective of the study is to identify the causes for this regional disparity in the growth of MFIs.

We try to explain the level of penetration of microfinance in the states by using regression models.

Our analysis suggests that state-level macro factors are significant in explaining the geographical skew. MFIs in India have concentrated in states which are richer, have good rural infrastructure, but lack in adequate banking facility, and have low human capital.

The study provides an insight which would help in framing the necessary regulations to ensure that MFIs operate in all regions of the country.

This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer.

The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device).

Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer.

The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons.

The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness.

The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.