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Keywords: Value uncertainty
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Journal Articles
Pricing and advertising decisions in O2O supply chain with the presence of consumers’ anticipated regret
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Journal of Business & Industrial Marketing (2023) 38 (5): 1135–1149.
Published: 27 July 2022
...Qiongqiong Gu; Rong Zhang; Bin Liu Purpose Due to product value uncertainty, consumers do not know the product matching rate before they get the product, which is the probability of product fitness. Taking the consumers’ anticipated regret into account, this paper aims to develop a theoretical...
