Suppose we want to buy the best web camera available in the market. In real life, the process we’d follow would be to look at several product reviews describing qualities about the model we are considering purchasing. For example, if we see that the reviews mostly consists of words like “good,” “great,” “excellent” etc. then we’d conclude that the webcam is a good product and we can proceed to purchase it. Whereas if the words like “bad,” “not good quality,” “poor resolution,” then we conclude that it is probably better to look for another webcam. So you see, the reviews help us perform a “decisive action” based on the “pattern” of words that exist in the product reviews. Hence, the relationship among the buyers who purchased the webcam and wrote product reviews will influence other buyers, and their product reviews, in turn, will influence future purchases. Thus, a pattern exists across the people who already purchased the product and the future buyers of the product. Mac