Attitude measurement has been and continues to be a central component in the field of social psychology. The semantic differential technique has proven to be a well-respected measuring device of attitudes since the 1960s, particularly in the social sciences. Given the importance of attitudes in the business world with reference to preferences in consumer behavior, marketing and corporate behavior, it is surprising that the semantic differential has received scant attention from the academic business community. This paper highlights the attributes of the semantic differential for organizational and business research, and presents a case study (Bear Stearns Bailout) where this measurement technique was used.