Semantic Differential Technique

From EuroVR Knowledge Base

Description

In the semantic differential technique, participants are asked to rate the communication media on a series of 24, 7-point bipolar scales, including impersonal-personal, unsociable-sociable, insensitive-sensitive, and cold-warm. Based on Osgood’s semantic differential technique (Osgood et al., 1957).

Primary Reference or Source

• Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London: John Wiley & Sons.