An Experiment in Judging Personalities

Use of the semantic differential technique has largely been restricted to “paper and pencil” settings and student populations. In this study, adult respondents in an interview setting were asked to evaluate two concepts—use of lake (a) as a source of electric power and (b) as a recreational area—by means of eight seven-point scales. Results indicated considerable conceptscale interaction, suggesting that Osgood's interpretation of the semantic differential may be restricted by both technique of data collection and subpopulation. Respondent hostility might be an intervening variable. The semantic differential technique appeared to yield a preliminary evaluation of the two concepts, suggesting its use as an indicator of orientation.