Study on Supply Chain considering Anticipated Regret under Price Discount

Table 1

Explanation of main symbols and hypothesis.

Variable symbol	Variable description	Parameter range and assumptions
	Unit retail price of the original products
	Unit retail price of the discount products
	Unit product discount level
	Unit wholesale price of products
	Consumers with a higher preference for discount products
	Consumers with low preference for discount products
	Consumer heterogeneity, which means the difference between the acceptance of discount products by -type consumers and -type consumers,
	The effectiveness of consumers buying products at original prices, , subject to uniform distribution on [21]
	Net utility resulting from abandonment of purchase
	Net utility resulting from choosing to purchase
	The possibility of regret
	Regret sensitivity coefficient, which is used to measure consumers’ sensitivity to anticipated regret