Semantic Prosody: How Neutral Words With Collocational Positivity/Negativity Color Evaluative Judgments

We like people and objects more when they are described in positive than in negative terms. But even seemingly neutral words can elicit positive or negative responses. This is the case for words that predominantly occur alongside positive (or negative) words in natural language. Despite lacking positivity/negativity when evaluated in isolation, such semantically prosodic words activate the evaluative associations of their usual company, which can color judgment in unrelated domains. For example, people are more likely to infer that “endocrination” (a fictional medical outcome) is negative when it is “caused” (a word with negative semantic prosody) rather than “produced” (a synonymous word without semantic prosody). We review what is known about the influence of semantically prosodic words and highlight their importance for judgment and decision making.