This paper proposes a method to discover consumer behavior from buzz marketing sites. For example, in 2009, the super-flu virus spawned significant effects on various product marketing domains around the globe. Using text mining technology, we found a relationship between the flu pandemic and the reluctance of consumers to buy digital single-lens reflex camera. We could easily expect more air purifiers to be sold due to flu pandemic. However, the reluctance to buy digital single-lens reflex cameras because of the flu is not something we would have expected. This paper applies text mining techniques to analyze expected and unexpected consumer behavior caused by a current topic like the flu. The unforeseen relationship between a current topic and products is modeled and visualized using a directed graph that shows implicit knowledge. Consumer behavior is further analyzed based on the time series variation of directed graph structures.
