Semantic Differential: Concepts and Scales

 

 1. Concept of Semantic Differential

The Semantic Differential (SD) is a type of attitudinal scaling technique used to assess people’s subjective feelings or attitudes toward a particular concept, object, service, person, event, or institution. It measures connotative meaning—how people emotionally or cognitively evaluate the concept.

Developed by Charles E. Osgood, the SD is based on the theory that every concept has three universal dimensions of meaning:

1.      Evaluation (Good–Bad)

2.      Potency (Strong–Weak)

3.      Activity (Active–Passive)

 2. Core Components / Concepts in SD

Component	Description
Concept	The item or object being evaluated (e.g., "Stock Market", "Bank", "Mutual Fund")
Bipolar Adjectives	Pairs of opposite adjectives (e.g., trustworthy–untrustworthy, safe–risky)
Scale (Continuum)	A linear rating scale where respondents mark their attitude between two ends
Respondent’s Judgment	The subjective position chosen on the scale indicating their perception

 3. Scales in Semantic Differential

The scale is typically a 7-point or 5-point rating scale placed between bipolar adjectives. It visually and numerically captures the intensity of the respondent's feelings.

 Example of a 7-Point Scale:

Concept: Digital Banking Services

| Modern ⬜⬜⬜⬜⬜⬜⬜ Outdated |

·         The respondent marks the ⬜ closest to their perception.

Scale Points (Numeric Labels):

Modern (1) — (2) — (3) — (4) — (5) — (6) — (7) Outdated

You can assign:

·         1–3 → Leaning toward the first adjective (e.g., “Modern”)

·         4 → Neutral

·         5–7 → Leaning toward the second adjective (e.g., “Outdated”)

Alternative: 5-Point Scale

Used when simpler differentiation is needed, especially with less variation.

 4. Key Dimensions Measured in SD

Dimension	Description	Examples of Bipolar Adjectives
Evaluation	Degree of goodness or value judgment	Good–Bad, Valuable–Worthless, Trusted–Mistrusted
Potency	Strength or weakness of the concept	Strong–Weak, Powerful–Powerless
Activity	Level of action, speed, or dynamism	Active–Passive, Fast–Slow, Exciting–Dull

 5. Scoring and Interpretation

·         Each point on the scale is assigned a score (e.g., 1 to 7).

·         Mean scores for each adjective pair are calculated across respondents.

·         Lower scores lean toward the positive/first adjective, higher toward the negative/second adjective.

·         Scores can be visualized using profile charts, bar graphs, or even semantic space maps.

 Sample in Finance Education Research

Concept: “Online Investment Platforms”

Attribute	Scale
Reliable – Unreliable	1 2 3 4 5 6 7
Easy to use – Difficult	1 2 3 4 5 6 7
Affordable – Expensive	1 2 3 4 5 6 7
Secure – Insecure	1 2 3 4 5 6 7
Innovative – Traditional	1 2 3 4 5 6 7

Respondents' choices will show how they perceive the usability, cost, and trust level of these platforms.

 Summary Table: Concepts vs. Scales in SD

Element	Concept or Scale?	Purpose
Bipolar adjective pair	Concept	Defines the evaluative dimension
7-point Likert-type line	Scale	Captures the intensity of perception
Respondent's mark on scale	Scale	Indicates subjective judgment on the concept
Semantic space	Concept	A theoretical idea representing how concepts are located based on perceptions
Numerical coding	Scale	Enables quantitative analysis