Stability of Factor Structure on the Semantic Differential: Retest Data

Abstract

Previous research on the semantic differential technique has found evidence for variance in Osgood's original formulation of three dimensions of connotative meaning: namely, Evaluation, Potency, and Activity. Piotrowski (1983a) reported on the inconsistency in factor structure with the exception of the Evaluative dimension. The present investigation reports retest data based on Piotrowski's original sample, after a 6-month time span. Three concepts (Hurricane, My City, and Myself) were analyzed in a fifth grade population. The results indicated support for the stability and consistency of the Evaluation dimension only. There was moderate consistency in scales which comprised the Potency and Activity dimensions. Researchers were cautioned about utilizing scales found valid in previous investigations.