In context of data mining, what does it mean for an association rule measure to be maximal? In context of data mining, what does it mean for an association rule measure to be maximal?

I cannot understand the term maximal in this context. 

I know of maximal independent sets in algorithms but cannot make out this term.
I believe that in the context of that paper (PS), you can read "maximal" as "maximized". That is to say, the conviction function $P(A)P(\neg B)/P(A, \neg B)$ attains its greatest value when $A \implies B$.