Validation of non-verbal rating scales of semantic differential

<p><strong>Context and relevance</strong>. In the context of professionalization of the subject (choice of profession, professional motivation, decision-making, etc.), an important diagnostic aspect is the assessment of the basis of motivation of human behavior, that is, the structure and content of the value space of his consciousness. This makes the development of non-verbal diagnostic techniques relevant. <strong>Objective</strong>. Development of a tool for assessing the significance of the diagnostic object by creating polar figurative (graphic) oppositions for the semantic differential, used when comparing assessments of the emotional significance of symbolic objects corresponding to stimulus verbal concepts. <strong>Materials and methods.</strong> Stages: 1) practicing the scales of the author's technique of the semantic differential of non-verbal (SD NN); 2) checking the reliability of the scales in comparison with the scales of the verbal semantic differential of Ch. Osgood; 3) checking the reliability of the scales in comparison with the scales of Ch. Osgood's semantic differential in the analysis of the sign-symbolic space. Subjects: 217 people aged 19 to 42, psychologists, professionals and students. At the first stage — 61 professional psychologists with work experience. At the second stage — 78 psychology students. At the third stage — 78 psychology students. Methods: 1) the author's technique of the semantic differential of non-verbal (SD ND); 2) Semantic Differential (SD) by Ch. Osgood; 3) the method of expert assessments; 4) the author's technique of studying personal meanings. Statistical methods: Pearson correlation analysis, Student's t-criterion. <strong>Results</strong>: 1) in the author's technique (SD ND), verbal oppositions and objects of analysis from SD by Ch. Osgood were replaced with pictures of the corresponding content; 2) seven-scale forms were developed, with the help of which respondents carried out an emotional assessment of stimulus objects. The stimulus objects were phrases denoting certain semantic and value positions, as well as signs (symbols) corresponding to these positions; 3) the correlation analysis showed an adequate relationship between the method of Ch. Osgood and the non-verbal semantic differential at the level of p < 0,001. <strong>Conclusions</strong>. It is recommended to use the non-verbal semantic differential in the context of solving motivational and professional problems (assessment of employee motivation, career guidance choice, monitoring the interests and values ​​of personnel, etc.) when working with personnel.</p>