⊿ Point. {R} Glossary. ◢ Keyword: S. ◥ University. {q} PhD. {tr} Training. ⚫ UK. ↂ EndNote. ☝️ Weerakkody. Semantic differential. 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] Guidelines for using the SD[edit] Verhagen and colleagues introduce a framework to assist researchers in applying the semantic differential. A detailed presentation on the development of the semantic differential is provided in Cross-Cultural Universals of Affective Meaning.[12] David R. Application in attitude research[edit] The semantic differential is today one of the most widely used scales used in the measurement of attitudes.
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