RT Journal Article
SR Electronic
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
FD WARC
SP 59
OP 61
DO 10.2501/JAR-41-3-59-61
VO 41
IS 3
A1 Rossiter, John R.
A1 Silberstein, Richard B.
A1 Harris, Phillip G.
A1 Nield, Geoff
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/3/59.abstract
AB 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.