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Semantic differential
Fig. 1. Modern Japanese version of the Semantic Differential. The Kanji characters in background stand for "God" and "Wind" respectively, with the compound reading "Kamikaze". (Adapted from Dimensions of Meaning. Visual Statistics Illustrated at VisualStatistics.net.)
MeSH
D012659
The semantic differential (SD) is a measurement scale designed to measure a person's subjective perception of, and affective reactions to, the properties of concepts, objects, and events by making use of a set of bipolar scales. The SD is used to assess one's opinions, attitudes, and values regarding these concepts, objects, and events in a controlled and valid way. Respondents are asked to choose where their position lies, on a set of scales with polar adjectives (for example: "sweet - bitter", "fair - unfair", "warm - cold"). Compared to other measurement scaling techniques such as Likert scaling, the SD can be assumed to be relatively reliable, valid, and robust.[1][2][3]
The SD has been used in both a general and a more specific way. Charles E. Osgood's theory of the semantic differential exemplifies the more general attempt to measure the semantics, or meaning, of words, particularly adjectives, and their referent concepts.[4][5][6] In fields such as marketing, psychology, sociology, and information systems, the SD is used to measure the subjective perception of, and affective reactions to, more specific concepts such as marketing communication,[7] political candidates,[8] alcoholic beverages,[9] and websites.[10]
^Hawkins, Del I.; Albaum, Gerald; Best, Roger (1974). "Stapel Scale or Semantic Differential in Marketing Research?". Journal of Marketing Research. 11 (3): 318–322. doi:10.2307/3151152. JSTOR 3151152.
^Auken, Stuart Van; Barry, Thomas E. (1995). "An Assessment of the Trait Validity of Cognitive Age Measures". Journal of Consumer Psychology. 4 (2): 107–132. doi:10.1207/s15327663jcp0402_02.
^Wirtz, Jochen; Lee, Meng Chung (2003). "An Examination of the Quality and Context-Specific Applicability of Commonly Used Customer Satisfaction Measures". Journal of Service Research. 5 (4): 345–355. doi:10.1177/1094670503005004006. S2CID 523148.
^Osgood, C. E., May, W. H., and Miron, M. S. (1975). Cross-Cultural Universals of Affective Meaning. Urbana, IL: University of Illinois Press.
^Osgood, C.E., Suci, G., & Tannenbaum, P. (1957). The measurement of meaning. Urbana, IL: University of Illinois Press.
^Snider, J.G., and Osgood, C.E. (1969). Semantic Differential Technique: A Sourcebook. Chicago: Aldine.
^Kriyantono, Rachmat (2017). "Consumers' Internal Meaning on Complementary Co-Branding Product by Using Osgood's Theory of Semantic Differential" (PDF). Gatr Journal of Management and Marketing Review. 2 (2): 57–63. doi:10.35609/jmmr.2017.2.2(9).
^Franks, Andrew S.; Scherr, Kyle C. (2014). "A sociofunctional approach to prejudice at the polls: Are atheists more politically disadvantaged than gays and Blacks?". Journal of Applied Social Psychology. 44 (10): 681–691. doi:10.1111/jasp.12259.
^Marinelli, Nicola; Fabbrizzi, Sara; Alampi Sottini, Veronica; Sacchelli, Sandro; Bernetti, Iacopo; Menghini, Silvio (2014). "Generation y, wine and alcohol. A semantic differential approach to consumption analysis in Tuscany". Appetite. 75: 117–127. doi:10.1016/j.appet.2013.12.013. PMID 24370355. S2CID 1854026.
^Van Der Heijden, Hans; Verhagen, Tibert (2004). "Online store image: Conceptual foundations and empirical measurement". Information & Management. 41 (5): 609–617. doi:10.1016/j.im.2003.07.001.
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