So What? A Rejoinder to the Reply by Crites and Aikman-Ekenrode to Rossiter et al.

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.

So What? A Rejoinder to the Reply by Crites and Aikman-Eckenrode to Rossiter et al. (2001)

John R. RossiterUniversity of WollongongRichard B. Silberstein,Phillip G. Harris, and Geoff NieldSwinburne University of Technology

Stephen L. Crites and Shelly N....