Emotional Intelligence: A Novel Method for Multi-Criteria Decision-Making with Sentiment Analysis

In the modern era, the marketplace brims with various products and items, each distinguished by unique features and functions, leaving the users with multiple choices. This abundance poses an issue, as it becomes challenging for the customer to decide which product to purchase. For example, each year, new electronic devices, like laptops, smartphones, and televisions, are being manufactured by various brands with similar features and functions, making it difficult for customers to select the option that best aligns with their needs. A customer will usually only look at one criterion at a time, such as product rating, which may not result in the most accurate selection. In this paper, we explore sentiment analysis using Vader Lexicon on product reviews of Fine Foods from Amazon to calculate the compound sentiment of the various items. This sentiment score is then used as a criterion along with Product scores in the Weighted Sum MCDM approach to estimate the ranks, providing a more comprehensive and informed method for consumers to choose.