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 also Laddering • 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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