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ABSTRACT
This article continues the debate concerning the validity of using brain imaging to identify scenes in a commercial that are likely to be encoded (or processed) in long term memory. The authors respond to criticisms made in JAR April-May 2001 (Making inferences concerning physiological responses: a reply) of their article (Brain-imaging detection of visual scene encoding in long-term memory for TV commercials) in the same issue.
- © Copyright Advertising Research Foundation 2001
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