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

Yadong Li, Zhenzhong Guan and Jianbiao Ren

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

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.

Keywords: Retailer's behavior; (Sub)conscious preferences; General preference model (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001777

DOI: 10.1016/j.jretconser.2023.103430

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