This chapter introduces the LENS model, arguing that linguistic content influences decision-making by eliciting emotions and shaping perceptions of personal and social norms, which then guide strategic choices. It reviews evidence that wording shapes affective reactions and norm perceptions, and that both emotions and norms causally shape behaviour in economic games and moral judgements. The chapter also surveys their interaction: how emotions can generate or reinforce norms and how norm violations evoke emotions. Finally, it motivates a quantitative agenda: measuring emotional and normative content of text (e.g., with large language models) to build language-based utility functions.