Why it matters
Provides a simple structure for measuring subjective meaning.
Core term · Charles E. Osgood
Evaluation-Potency-Activity
Three broad dimensions used to organize meanings: good-bad, strong-weak and active-passive.
Areas of life
Brandingself-imagesocial perception
How to handle it
Describe important concepts across value, power and energy dimensions.
Who shaped this idea
The thinker behind it
From concept to practice
Turn Evaluation-Potency-Activity into a question you can answer.
Psipas asks you one small, honest question at a time — and builds the picture from your answers.