Because decision makers tend to dislike ambiguity, the uncertainty surrounding new products can act as a barrier to retailer acceptance. We propose that by changing the structure of cash flows in the contract offered to a retailer (keeping net payments constant), a manufacturer can shift a retailer from making ambiguity-averse to ambiguity-neutral choices, thereby increasing the retailer's willingness to stock new products. In a series of studies, we demonstrate that contracts structured to provide positive cash flows after ambiguity has been resolved can increase the retailer's willingness to choose products with an unknown demand distribution. Thus, contracts with positive postdemand payments to the retailer have the potential to increase acceptance of new products.

中文翻译：

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划分现金流量以克服零售商对新产品进货的厌恶

由于决策者往往不喜欢模棱两可，新产品的不确定性可能成为零售商接受的障碍。我们建议，通过改变提供给零售商的合同中的现金流结构（保持净付款不变），制造商可以将零售商从做出模糊厌恶的选择转变为模糊中性的选择，从而增加零售商进货新产品的意愿. 在一系列研究中，我们证明，在解决歧义后提供正现金流的合同结构可以增加零售商选择需求分布未知的产品的意愿。因此，向零售商提供积极的后需付款的合同有可能增加对新产品的接受度。