Behavioral and neural analyses of connotative meaning: word classes and rating scales.

Behavioral (semantic differential) and neural (Evoked Potentials, EPs) responses were related to connotative meaning. The approach was based on Osgood’s semantic analyses and dimensions of Evaluation (E), Potency (P), and Activity (A). The experimental variables were (I) the semantic class of the stimulus word (E+, E, P+ , P-, A+, A-) and (2) the dimension of the semantic scale (E, P. A) which the subject used to rate the stimulus words. These variables were experimentally combined such that on each trial the subject used a designated semantic scale to judge a specified stimulus word while brain activity was recorded. Using multivariate analyses, the effects on the EPs of stimulus word class, scale dimension, and their interaction were analyzed. The EP effects of stimulus word class were similar whether the subjects were merely saying the words or rating the words on a variety of semantic scales. Different EPs were found for six word classes, three semantic scale dimensions, and the I8 groups formed by their combination. The success rates in EP identification of (I) word class and (2) scale dimension did not depend on whether these two kinds of semantic variables involved the same or different semantic dimensions. The two kinds of semantic effects in EPs were largely independent. The behavioral data supported Osgood’s results and showed that our subjects were appropriately processing the semantic information. The common analyses of data from all subjects suggest the universality of the connotative EP effects across individuals. This parallels, at the neural level, the universality of the connotative dimensions found at the behavioral level by semantic differential ratings. The EP effects imply that the neural representation of meaning is similar in different individuals.