Affective Meaning
Introduction
Paul A. Bottomley is making a dataset public with ratings for 182 logos, 62 colors, 120 products/services, 128 names, and 102 typefaces using Osgood's dimensions of affective meaning
: : : Posting
AFFECTIVE MEANING: A Resource for Consumer Researchers
Consumer researchers with an interest in affective meaning / connotative meaning / the emotional side of brands and branding may like to check out the following. We have made public the norms for Osgood’s dimensions of affective meaning (E, P, A) that we collected in the course of our own research. The norms consist of ratings for: 182 logos, 62 colors, 120 products/services, 128 names, and 102 typefaces. Given that each logo, color, etc. was rated by typically 30 people and for the three dimensions of E, P, and A, there are quite a few rater-hours involved here. While that still does not quite make it Getty’s bequest, nonetheless we hope you may find this resource useful.
To investigate further, go to the SSRN abstract at:
and then click on "One-Click Download" to download a pdf from which the data may be copied, pasted, and used freely in your own research.
Paul A. Bottomley John R. Doyle Cardiff Business School