094 | Semantic Differential |
A linguistic tool designed to measure people’s attitudes toward a topic, event, object, or activity
- The semantic differential asks respondents to indicate where on a continuum of antonyms a concept is best described (e.g., pleasant–unpleasant).
- The three dimensions to classify concepts are evaluation (e.g., valuable–worthless), potency (e.g., strong–weak), and activity (e.g., active–passive).
- Concepts should be chosen based on research objectives and should be meaningful to respondents.
- Poles should be randomized so that negative and positive connotations don’t always fall on the same side.
- A seven-point scale is preferred because it provides a neutral midpoint, which could indicate apathy, indecisiveness, or social relevance.
- How various concepts are mapped in a semantic space reflect their differences in connotative meaning.
See alsoLaddering • Questionnaires • Surveys
Eight semantic differential scales were used to investigate the degree to which a person’s cultural background influences one’s perception of a robot’s anthropomorphism and likeability.
Courtesy of Christoph Bartneck
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