SciPost Submission Page
LASER: Lagrangian And Symmetry for Engagement Resonances: A gauge-invariant field theory of marketing as a complex system
by Juan J. Segura
Submission summary
| Authors (as registered SciPost users): | Juan Segura |
| Submission information | |
|---|---|
| Preprint Link: | scipost_202601_00020v1 (pdf) |
| Date submitted: | Jan. 12, 2026, 8:30 p.m. |
| Submitted by: | Juan Segura |
| Submitted to: | SciPost Physics |
| Ontological classification | |
|---|---|
| Academic field: | Physics |
| Specialties: |
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| Approaches: | Theoretical, Phenomenological |
The author(s) disclose that the following generative AI tools have been used in the preparation of this submission:
GPT-5.2: Spanish-English translation and corrections and details of writing, style and editing
Abstract
We develop a gauge-invariant, QFT-inspired framework for marketing conceived as a complex socio- technical system. Consumers, brands, and media infrastructures are modeled as interacting fields over a configuration space, while attention and engage- ment are represented as quanta in a bosonic Fock space—a natural language for cascades in which the number of acts is itself dynamical. Within this structure we formalize (i) contextuality of marketing observables under incompatible measurement contexts (via Kochen–Specker-type projection structure), (ii) interference of combined interventions through amplitude superposition with constructive/destructive cross terms, (iii) coher- ent gain-threshold laser events defined as macroscopic jumps of regional number oper- ators under inversion and sufficiently long coherence length, and (iv) scale-dependent effective couplings induced by coarse-graining, suggesting renormalization-style analy- sis for segment-level response. To keep one foot on the pavement, we include an evolu- tive campaign design loop for a new men’s perfume in New York City: the target “in- version” is a 10× sales uplift, while budget and cadence act as explicit controls that adapt to measurable proxies for inversion, coherence, and stimulated-response gain. Finally, two conversation-dynamics reductions— a double-delta tunneling model and a two-mode bosonic GKSL (Lindblad) system—illustrate how low- dimensional quantum and open-system models arise as controlled truncations of the field picture. The aim is not immediate calibration, but a principled phenomenological vocabulary that surfaces interference, thresholds, and scale effects for modeling and designing interventions in complex systems.
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