Ward, W. J.Schnitzer, Steven Merrill2015-09-162015-09-161979-05-01http://hdl.handle.net/20.500.14446/18218This is a study of a judgmental rating device termed the semantic differential. The semantic differential (or S.D.) was conceived some thirty years ago as a behavioral tool to measure human affective and emotive feeling. This study's principal purpose was to analyze some of the semantic differential's primary constructs with a view toward increasing its validity.application/pdfCopyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material.text