Chris Voss, former FBI hostage negotiator, always repeats that each word has an emotional weight, every word makes our brain react when it is said. We detect a lot of things - the tone of voice, the non-verbal cues, all that makes us react in one way or another. But what happens when we read? I don't about you, but anything that I read, I read it with my voice. Hence, what kind of emotions are triggered in my brain when I read an article? Customer case study? Restaurant review?
Thankfully, the technology can help us here and with help of text sentiment we can at least make sure that whatever we write has a positive message. And it makes more sense when we write something to capture new customers. Things like corporate blogs, customer case studies, product descriptions, they all have an effect on customer decisions.
[..] Our results indicate that sentiment scores improve the efficiency of individuals’ purchase decisions but do
not affect their effectiveness. This finding is important because it provides empirical evidence on the
usefulness of sentiment analysis technology especially in the absence of other common cues such as star
It is very logical - we are anxious about making a decision so we look for a way to reduce the effort. If there is no star based rating, then we "sense" the emotional attribute of similar examples or reviews, and if they have a positive sentiment, then we make a choice faster.