Abstract When organizations introduce programs to trade in old products for remanufactured ones to promote remanufacturing, they offer two options to consumers: buying new products or trading in for remanufactured products, where the latter is a new practice. While most of the extant literature considers only the single reference price effect, there are quality differences in the problem of trading in for remanufactured products. Thus, the reference quality effect cannot be overlooked as before. To handle this new setting, we consider consumers’ double reference effects to examine a manufacturer selling both new and remanufactured products. We also consider the remanufacturing subsidy and the consumer rebate ratio. We analyze five models and develop equilibrium solutions thereof to understand the impacts of double reference parameters and government incentives on pricing strategies, the manufacturer’s profits, and the consumer surplus. Computational examples reveal that (i) both the manufacturer’s profits and the consumer surplus benefit from the double reference effects when the reference price parameter is relatively larger and the reference quality parameter is relatively smaller; (ii) the remanufacturing subsidy is beneficial to the manufacturer, and the consumer rebate ratio only impacts and improves the retail prices of remanufactured products, but does not change the profits of the manufacturer; (iii) when the customers only consider reference price effect, lower unit remanufacturing cost, higher remanufacturing rates, and lower consumers’ discount rates for remanufactured products benefit the manufacturer. Surprisingly, when only the reference quality effect behavior is considered, higher unit remanufacturing cost, lower remanufacturing rates, and higher customers’ discount rates can offset some of the negative impacts of reference quality effects.

中文翻译：

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再制造产品以旧换新：具有双重参考效应的定价

摘要 当组织推出以旧产品换再制造产品的计划以促进再制造时，他们为消费者提供了两种选择：购买新产品或以再制造产品进行交易，后者是一种新做法。虽然现有的大多数文献只考虑了单一参考价格效应，但再制造产品的交易问题存在质量差异。因此，不能像以前一样忽视参考质量的影响。为了处理这种新设置，我们考虑了消费者的双重参考效应，以检查同时销售新产品和再制造产品的制造商。我们还考虑了再制造补贴和消费者回扣率。我们分析了五个模型并开发了它们的均衡解，以了解双重参考参数和政府激励对定价策略、制造商利润和消费者剩余的影响。计算实例表明：(i)当参考价格参数相对较大而参考质量参数相对较小时，制造商的利润和消费者剩余都受益于双重参考效应；(ii) 再制造补贴对制造商有利，消费者返利率仅影响和提高再制造产品的零售价格，不改变制造商的利润；(iii) 当客户只考虑参考价格效应时，单位再制造成本较低，再制造率较高，降低消费者对再制造产品的折扣率使制造商受益。令人惊讶的是，当仅考虑参考质量效应行为时，较高的单位再制造成本、较低的再制造率和较高的客户折扣率可以抵消参考质量效应的一些负面影响。