Abstract. In the preceding article, Buchner and Wippich used a guessing-corrected, multinomial process-dissociation analysis to test whether a gender bias in fame judgments reported by Banaji and Greenwald (Journal of Personality and Social Psychology, 1995, 68, 181-198) was unconscious. Buchner and Wippich concluded that the gender-bias effect was not unconscious on the basis of finding no difference in model-estimated familiarity between previously presented nonfamous male and female names. This conclusion is questioned by noting that (a) the gender difference in familiarity that Buchner and Wippich modeled was different from the critical gender difference in criterion for fame judgments reported by Banaji and Greenwald, (b) the assumptions of Buchner and Wippich s multinomial model exclude processes that are plausibly involved in the fame judgment task, and (c) constructs of Buchner and Wippich s that correspond most closely to Banaji and Greenwald s gender-bias interpretation are formulated so as to preclude modeling that interpretation. Banaji and Greenwald (1995; BG, hereafter) used the false fame effect (Jacoby, Kelley, Brown, and Jasechko, 1989) to examine an implicit, and possibly unconscious, stereotype that associates male (more than female) gender with fame-deserving achievement. In BG s four experiments subjects were asked, in the first of two sessions, to judge the pronounceability of each of a list of male and female names, half famous and half not. One or two days later, subjects were asked to judge the fame of names on a larger similarly composed list, including both the old names (i.e., those seen in the previous session), and new ones. BG performed a signal detection analysis on the fame judgments, examing whether name gender affected sensitivity to fame (measured by dN) or the criterion for fame judgments (measured by log $). Consistently in all four of BG s experiments, subjects used a lower (more liberal) criterion of fame for judging old male (than female) names. The findings showed that subjects were more likely to attribute their sense of familiarity with old names to fame when the name was male rather than female.Because BG s gender difference in fame judgments occurred only when names had presumably been given a boost in familiarity by an unremembered prior presentation, BG suggested that it reflected an unconsciously operating, or implicit, stereotype. The implicitcognition interpretation was also supported by subjects self-reported post-experimental unawareness of a relation betwen name gender and their judgments, and by the lack of correlation of individual differences in criterion difference between male and female familiarized