Researchers believe that choices people make are based on three dimensions of evaluation, potency, and activity. This is similar to Semantic Differential, an influential method devised 50 years ago.The Semantic Differential measures the meaning of things and concepts based on a denotative and a connotative aspect. A denotative aspect is what a name or idea refers to or indicates. Connotative is what the word or idea signifies. An example would be in the name of a car, like Jaguar, and what it denotes and connotes. A "Jaguar" denotes an animal but in the connotation of a car brand, its connotation could be "power" or "luxury".
Using semantic differential, connotative meaning of a concept is identified using three dimensions of meaning: strength, value, and activity.
Based on their study at Bristol's School of Experimental Psychology, Dr John Fennell and Dr Roland Baddeley noticed that these dimensions are similar to the dimensions used in making a choice.
