Norms for Osgood’s affective meaning (Evaluation, Potency, Activity): Ratings of Logos, Colors, Products and Services, Names, and Typefaces

27 Pages Posted: 17 Jul 2010

See all articles by John R. Doyle

John R. Doyle

Cardiff University - Cardiff Business School

Paul A. Bottomley

Cardiff University - Cardiff Business School

Date Written: July 14, 2010

Abstract

In this paper we tabulate norms of affective meaning / connotative meaning for several categories of stimuli that should interest researchers in consumer behavior, branding, website design, and more generally in marketing, language, graphic design, and psychology. All stimuli (182 logos, 68 colors, 120 products and services, 128 names, and 102 typefaces) have been rated on Osgood’s dimensions of Evaluation, Potency, and Activity (E, P, A). Researchers may copy and paste the ratings elsewhere, for instance into Excel. They may use and reproduce the data without restriction, other than to cite the source. We briefly describe the Osgood framework, and evaluate its advantages and disadvantages. The additional value of having many sources of affect consistently rated within a single coherent framework, is that they may be brought to bear on a single problem. This advantage is illustrated with examples of published work that has used these norms.

Keywords: affective meaning, Osgood, logo, typeface, product, service, name, color, evaluation, potency, activity, affect

JEL Classification: M3, M31, M37, M39, C8

Suggested Citation

Doyle, John and Bottomley, Paul A., Norms for Osgood’s affective meaning (Evaluation, Potency, Activity): Ratings of Logos, Colors, Products and Services, Names, and Typefaces (July 14, 2010). Available at SSRN: https://ssrn.com/abstract=1640198 or http://dx.doi.org/10.2139/ssrn.1640198

John Doyle (Contact Author)

Cardiff University - Cardiff Business School ( email )

Aberconway Building
Colum Drive
Cardiff, CF10 3EU
United Kingdom

HOME PAGE: http://www.cardiff.ac.uk/carbs/faculty/doylejr/index.html

Paul A. Bottomley

Cardiff University - Cardiff Business School ( email )

Aberconway Building
Colum Drive
Cardiff, CF10 3EU
United Kingdom

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