SOME METHODOLOGICAL ISSUES IN SEMANTIC DIFFERENTIAL RESEARCH

A review of methodological research on the semantic differential (SD) shows that: (a) metric assumptions in SD scales are in some ways inaccurate but adequate for many applications; (b) biased errors may arise because of social desirability effects or scale-checking styles; (c) a substantial portion of variation in SD ratings is due to individual differences and temporal variations in responses; (d) basic dimensions of average response on SD scales are evaluation, potency, and activity, and no extensive proliferation of basic dimensions beyond these can be expected; (e) there are individual differences in the size and character of the semantic space; (f) the appearance of scale-concept interactions frequently is a methodological artifact which would not occur in adequately designed studies; and (g) the existence of real scale-concept interactions demands tailoring the SD to different stimulus domains, but these studies must be carried out with care. (58 ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1969 American Psychological Association.