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Textual emotions enhance business benefits

Anuradha Shukla | Oct. 27, 2014
Researchers advance the field of affective computing (AC).

Businesses that use emotions in written communications are able to increase customer satisfaction, according to a new journal published by Taylor & Francis.

Researchers are currently advancing the field of affective computing (AC) and have designed computer systems that can recognize, express and process human emotions.

A new way to recognize emotion in text will have significant potential for business applications as tons of emails, tweets and blog posts inundate the web each day.

Identifying emotions in all written communications will help businesses understand buyer's behaviour and help them design strategies to retain them.

"Our model generates an emotion vector for each emotional word in a sentence by analysing semantic, syntactic and contextual features. The emotion vector records basic emotions contained in the word," said Changqin Quan and Fuji Ren in the journal Enterprise Information Systems.  

Emotional marketing

Businesses are already using emotional marketing that recognizes the role of emotions in decision-making processes.

Affective computing may in future help in analysing human factors in other business functions and processes, such as supply chains.

Businesses can integrate affective computing in their enterprise systems to build relationships with their customers and have competitive advantage over other players in the market.

Quan and Ren's name their approach "multi-label textual emotion recognition," and emphasizes that it is different from other approaches to emotion recognition.

Their approach is not purely 'lexical' and instead uses the full emotional context of a sentence. It allows users to recognize indirect emotions, emotional ambiguity or multiple emotions in the subject text.

Although affective computing is presently taking into account emotional context of a sentence, in future it may include the use of speech and facial emotion for analysing consumer behaviour. 


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