This used to assess a person's attitude by rating things on a scale of good-bad, hot-cold, large-small and other opposites and is used to gauge the public's reaction to a product, issue or a person. See attitude object; direct attitude measure.
What is SEMANTIC DIFFERENTIAL?
Written by Pam MS, NCSP | Fact checked by Psychology Dictionary staff
SEMANTIC DIFFERENTIAL: "The semantic differential was developed by Charles Osgood, George Suci and Percy Tannenbaum. "
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