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very interesting observation. I will dust off my quantum physics research and reading. Thank you.

An analogy of the consumer brand loyalty phenomenon can be drawn from quantum physics. The data we use to confirm our view of brand loyalty is all information from a distance. Purchase history, repeat business, loyalty card use etc. 

From this we derive, what could be called, the Wave Form of aggregate brand loyalty behavior. This Wave Form is self sustaining because of the distance between the consumer and the marketer. This distance may safely ignore the effects of indirect forces. The method of data collection tend to throw out or diminish variance.

The problem with the Wave Form in marketing is similar to the problem in physics - as soon as we observe the subject directly, the Wave collapses into a particle. In our case the particle is the individual consumer. The individual user distroys the coherent wave and becomes undefined. The trouble is, with today's tools we are able, with more accuracy, to observe the individual user.

like with everything else, it takes a little bit of work to figure out what is useful. We would use supermarket cards if we got useful info back -- like stats on calories, recipes for ingredients we have bought, etc. -- not just coupons.

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