A semantic differential is a scale used to measure the connotative meaning of concepts by asking respondents to rate them on a series of bipolar adjectives. This method reveals how people perceive an object, idea, or issue along various dimensions, such as evaluation (good-bad), potency (strong-weak), and activity (active-passive). The results help in understanding the complexity of attitudes and how they are structured, as well as predicting behavior based on those attitudes.
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