I have always been interested in the ‘unlikely’ and ‘unaccounted for’ spread of information. One of the most well known example is from the quantum mechanics, the direction of spin. The gist of it is that within two related particles the spin sum cannot change, because of the pauli principle (that forbids two particles that carry spin, so called ‘fermions’, to have the same quantum position). If in one of the particles the spin is changed, then in the other particle the spin is changed accordingly and instantly, without delay. And this also happens if the two particles are separated over long distance. But how do the particles exchange information about their spin instantly when they are miles apart? It would mean that they communicate in a manner faster than the speed of light and since this cannot be possible, the concept of information spreading over long distance cannot be right. Quantum mechanics tell us that the states in which the particles exist are “entangled”, and not be disentangled even when miles and miles apart. This is a pure quantum effect that has no parallel in classical mechanics. I am not an expert in this matter, but I believe the phenomenon is not really understood, and because the consequences are so awkward, I feel it is just being ignored. However it is not a soft notion, it is hard fact.
There is a relation to marketing and marketing research that might be a little more than ‘artificial’. We have this concept of ideas that seem to travel quicker than the speed of light in society as well. If two particles are connected in a way transcending our common ideas about time and space, why wouldn’t it be possible for human beings? Sometimes it seems that changes and trends occur so suddenly and quickly that you would almost suspect that the ‘traditional spreading models’ do not apply. In the Dutch daily NRC, an interesting research is being quoted today. Nicholas Christakis form Harvard Medical School and James Fowler from the University of California (San Diego) published a study in the British Medical Journal (online edition, December 4th 2008). In this study they claim that happiness is contagious, it spreads within social networks. The interesting part of the research is the fact that the spreading model is not completely ‘rational’: if one person claims to be more happy, the chances of a friend living within a mile of happiness increases with 25%. Really interesting is the notion that the odds for indirect friends are also growing with 10% of increased happiness.
This indicates some entanglement in the system, a system that in some way connects the individuals that participate in the system. A bit as if two particles are connected in a more profound way than time and space as we know it can account for. I am sure that this idea can be laughed away, and I can think of quit a few explanations to counter the idea. Yet I do feel there is an interesting field of research here.
I have some personal experience related to this subject (a system change within my own thinking and feeling which had consequenses for behaviour of others that normal reactions could not account for in my opinion). I wonder if there are other examples as well. I am quite aware of the fact that looking for ‘positive’ examples is not the scientific way to prove a point. But actually I don’t want to prove it at all. I would like to get a clear picture of it.