Nigel Hollis, a former consumer goods marketer who is now chief global analyst at research agency Millward Brown, says nonconscious indentification may work well for simple, everyday purchases such as a box of Twinings tea, but bigger, more expensive purchases, such as a new car, are likely to involve much more complex decision making.

FORBES

It prefers to see details of nicks and markings on fins so the pictures can then be compared to others held on a national indentification database.

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