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

Philip G. Harris, Geoff Nield, Richard Silberstein and John R Rossiter

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. Aikman-Eckenrode in their Reply to our paper ‘Brain-Imaging Detection of Visual Scene Encoding in Long-Term Memory for TV Commercials’ (Rossiter, Silberstein, Harris, and Nield, JAR, March/ April 2001) make a number of comments. In broad terms they raise a number of issues as criticism and conclude that ‘although it would be immeasurably useful to...

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