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The semantic differential is today one of the most widely used scales used in the measurement of attitudes. One of the reasons is the versatility of the items. The bipolar adjective pairs can be used for a wide variety of subjects, and as such the scale is called by some "the ever ready battery" of the attitude researcher. [ 14 ]
Previously, one of the most commonly used scale to evaluate emotional response was the Semantic Differential. However, according to Lang, this method is costly in both time and effort used by researchers and participants to complete the experiment, and requires statistical expertise, such as factor analysis, for resolution, which may not be accessible for all researchers.
Semantic differential scale – Respondents are asked to rate on a 7-point scale an item on various attributes. Each attribute requires a scale with bipolar terminal labels. Stapel scale – This is a unipolar ten-point rating scale. It ranges from +5 to −5 and has no neutral zero point.
Scaled questions – Responses are graded on a continuum (e.g.: rate the appearance of the product on a scale from 1 to 10, with 10 being the most preferred appearance). Examples of types of scales include the Likert scale, semantic differential scale, and rank-order scale. (See scale for further information)
Scholarly work has noted the problematic nature of using the terms “emotion”, “affect” and “mood” interchangeably. [1] A lack of thorough understanding of these concepts could influence the choice of measures used in assessing the emotional components of interest in a study, leading to a less optimal research result.
The name Differential Emotions Scale came from the examination of verbal labels and facial expressions. Research have shown that participants of different backgrounds (i.e. ethnicity, culture, language) are all able to agree on and can differentiate different facial expressions among the fundamental emotions.
In the 1960s, psychosemantic studies became popular after Charles E. Osgood's massive cross-cultural studies using his semantic differential (SD) method that used thousands of nouns and adjective bipolar scales. A specific form of the SD, Projective Semantics method [5] uses only most common and neutral nouns that correspond to the 7 groups ...
In psychology and sociology, the Thurstone scale was the first formal technique to measure an attitude. It was developed by Louis Leon Thurstone in 1928, originally as a means of measuring attitudes towards religion .