Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception ...Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception of psychological and other factors,is bounded rationality when making decisions.This paper will be based on regret theory,considering the influence of retailer’regret factor on their order quantity in a single cycle,and providing corresponding measures which supplier can take to weaken the influence of retail regret.展开更多
文摘Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception of psychological and other factors,is bounded rationality when making decisions.This paper will be based on regret theory,considering the influence of retailer’regret factor on their order quantity in a single cycle,and providing corresponding measures which supplier can take to weaken the influence of retail regret.