AbstractWeinstein, Drozdenko, and Weinstein (1984) take exception to my cautionary note regarding physiological measures of advertising response generally, and more specifically, my comments regarding Brain Wave Analysis. I clarify the intent of my original note and suggest caution remains the appropriate approach to the use of such measures for the specific purpose of evaluating advertising effectiveness. I suggest Weinstein, et al. fail to understand the distinction between basic research and validation of a specific measure for a specific purpose.