chapter  21
Text Analysis in Consumer Research
An Overview and Tutorial
WithMatthew D. Rocklage, Derek D. Rucker
Pages 18

Language saturates the marketplace. We use it to convey meaning and to spread information about products, services, and brands. Marketers use it to position and sell their products, and consumers use it to assess and evaluate them. Although language has long been a part of the lives of consumers, the recent emergence of behavioral traces left online has ushered forth a “big data” revolution, with incredible opportunities for researchers. Amazon, TripAdvisor, and Yelp alone are repositories for over half a billion reviews, and people send more than 500 million tweets on Twitter per day (Krikorian, 2013).