Making inferences concerning physiological responses: A reply to Rossiter, Silberstein, Harris, & Nield

Stephen L. Crites, University of Texas at El Paso
Shelley N. Aikman, University of Texas at El Paso

Abstract

Comments on the J. R. Rossiter et al (see record 2001-01255-001) study of brain electrical activity accompanying visual recognition of TV commercials in long-term memory. According to S. L. Crites and S. N. Aikman-Eckenrode, although it would be useful to be able to predict which scenes in a commercial would be best remembered by examining physiological responses to the initial presentation of a commercial, it is very premature to conclude that the study by Rossiter et al has found a means of doing so.