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Channel coordination under retailer's (sub)conscious preferences of loss aversion and fairness

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  • Li, Yadong
  • Guan, Zhenzhong
  • Ren, Jianbiao

Abstract

This study examines the impact of retailers' conscious and subconscious preferences on the coordination of a supplier-retailer channel. By evaluating various preference models, the research finds that a wholesale price contract is effective only when the retailer exhibits a conscious fairness preference without any conscious loss aversion preference. Additionally, the study indicates that retailers possessing both a conscious fairness preference and a subconscious loss aversion preference are more receptive to coordination efforts. This research provides valuable insights for managers, enabling them to promote collaboration and maximum channel utility without compromising retailers' interests.

Suggested Citation

  • Li, Yadong & Guan, Zhenzhong & Ren, Jianbiao, 2023. "Channel coordination under retailer's (sub)conscious preferences of loss aversion and fairness," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001777
    DOI: 10.1016/j.jretconser.2023.103430
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