TY - JOUR T1 - So What? A Rejoinder to the Reply by Crites and Aikman-Eckenrode to Rossiter et al. (2001) JF - Journal of Advertising Research JO - J Advert Res SP - 59 LP - 61 DO - 10.2501/JAR-41-3-59-61 VL - 41 IS - 3 AU - John R. Rossiter AU - Richard B. Silberstein AU - Phillip G. Harris AU - Geoff Nield Y1 - 2001/05/01 UR - http://www.journalofadvertisingresearch.com/content/41/3/59.abstract N2 - 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. ER -