Research on Archetypal Evocation Mechanism Based on Quantum Probability Models: A Case Study of Nongfu Spring

Ji Qi

No pwrv7_v1, Thesis Commons from Center for Open Science

Abstract: Traditional linear decision models and classical Bayesian frameworks frequently fail to account for non-linear market breakthroughs driven by deep psychological triggers. This study proposes a novel theoretical framework bridging Jungian Archetypes and Quantum Cognition, analyzed through the lens of Karl Friston’s Free Energy Principle (FEP). We hypothesize that archetypes function as "Deep Generative Priors" precipitated over evolutionary scales to minimize variational free energy and suppress cognitive surprise. Taking Nongfu Spring (a beverage giant often regarded as the cultural and market equivalent of Coca-Cola in China) as a case study, we demonstrate how the slogan "A little bit sweet" operates as a Hermitian measurement operator within a mental Hilbert space. Our mathematical modeling reveals that archetypal evocation induces quantum coherence and constructive interference—quantified by the interference term 2αβ cos(θ12)—triggering an irreversible wave function collapse from a state of cognitive superposition into a decision eigenstate of "nature and trust". This research facilitates a paradigm shift in brand semiotics from qualitative metaphor to quantitative computation, providing a predictive scientific path for reconstructing the truth behind instantaneously erupting, non-linear consumer decision-making.

Date: 2026-04-22
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Persistent link: https://EconPapers.repec.org/RePEc:osf:thesis:pwrv7_v1

DOI: 10.31219/osf.io/pwrv7_v1

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