Heise recently gathered Semantic Differential (SD) ratings by having Ss rate the S-words in relatively “neutral” contexts. A comparison of Heise's means and standard deviations with the same measures based upon 630 S-words showed that the neutral contexts utilized by Heise engendered more extreme, polarized SD ratings and restricted variability of Ss ratings. While the reduction in variability of the SD rating is understandable, there may be as many potential SD ratings as there are possible contexts. Perhaps the classic, non-contextual format may allow for greater continuity in research based upon the Semantic Differential.
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