Dr. Matt Rocklage studies the words we use to express opinions. He’s an assistant professor of marketing the University of Massachusetts-Boston. In our conversation, Matt talks about the Evaluative Lexicon, which is a tool he developed to quantify the language of opinion. Take an online review, feed it into the Evaluative Lexicon, and it’ll tell you how much the person liked or disliked the product and how much their emotions played a role in their opinion. His research with this tool has shown just how potent emotion can be and how we should approach studying language in psychology. Things we mention in this episode:The “Evaluative Lexicon” (Rocklage & Razio, 2015; Rocklage et al. 2018); you can learn more at: http://www.evaluativelexicon.com/ Emotion-based opinions tend to be stronger (Rocklage & Fazio, 2016; 2018; Rocklage & Luttrell, in press)The role of emotion in consumer reviews (Rocklage & Fazio, 2020)People turn to emotional language more when trying to be persuasive (Rocklage, Rucker, & Nordgren, 2018) Check out my new audio course on Knowable: "The Science of Persuasion."For a transcript of this episode, visit:  http://opinionsciencepodcast.com/episode/language-of-opinion-with-matt-rocklage/ Learn more about Opinion Science at http://opinionsciencepodcast.com/ and follow @OpinionSciPod on Twitter.