TY - JOUR T1 - Making Inferences Concerning Physiological Responses: A Reply to Rossiter, Silberstein, Harris, and Nield JF - Journal of Advertising Research JO - J Advert Res SP - 23 LP - 25 DO - 10.2501/JAR-41-2-23-25 VL - 41 IS - 2 AU - Stephen L. Crites, Jr. AU - Shelley N. Aikman-Eckenrode Y1 - 2001/03/01 UR - http://www.journalofadvertisingresearch.com/content/41/2/23.abstract N2 - This article comments on ‘Brain-imaging detection of visual scene encoding …’ by Rossiter et al (2001), and proposes considerable caution before accepting their conclusions. The authors submit that further research is required to establish that the findings are replicable and not due to extraneous factors, more research to demonstrate that SSVEP reflects memory, and that inferences about memory can be made on observing changes in SSVEP. ER -