1. A method comprising: using one or more computers, obtaining and storing a first set of information comprising a set of emotional states with which online elements may be associated; using one or more computers, obtaining and storing a second set of information comprising information relating to a set of online elements; using one or more computers, based at least in part on the second set of information, assigning each of the set of online elements to at least one associated emotional state, of the set of emotional states; using one or more computers, obtaining and storing a third set of information comprising information relating to online activity of a user in association with at least one online element of the out of online elements, and comprising an emotional state to which the at least one online element of the set of online elements is assigned; and using one or more computers, based at least in part on the third set of information, classifying the user into at least one emotional state of the set of emotional states.