Emotions govern our daily lives; they are a big part of the human experience and inevitably they affect our decision making. We tend to repeat actions that make us feel happy but we avoid those that make us angry or sad.
Information spreads quickly via the Internet — a big part of it as text — and as we know, emotions tend to intensify if left undealt with.
Thanks to natural language processing, this subjective information can be extracted from written sources such as reviews, recommendations, publications on social media, transcribed conversations, etc. allowing us to understand the emotions expressed by the author of the text and therefore act accordingly.