Empirical research indicates that consumers have uncertain valuations for remanufactured products. Purchasing decisions made under such uncertainty will lead to consumer post-purchase regrets. Anticipated regret behaviour refers to consumers taking into account the potential impact of post-purchase regret when making current purchase decisions. This study concerns the effects of anticipated regret (AR) on decision making in closed-loop supply chains (CLSCs). We examine how AR affects remanufacturing strategies for an original equipment manufacturer (OEM) and when it is profitable for an OEM to remind consumers to pay attention to AR. We further study pricing decisions between an OEM and a third-party remanufacturer (TPR) considering various power structures. Our findings show that: (i) The existence of AR will not always hurt the profits, and a higher anticipated regret sensitivity can partially ease competition between new products and remanufactured products; (ii) When the consumers’ valuation difference for remanufactured products is small, the monopolistic OEM can increase its profit by reminding consumers to consider AR; (iii) For the OEM, choosing a strong TPR to collaborate is the most advantageous when the TPR enters the market; (iv) The OEM and TPR need to pay attention to the second-mover advantages when the consumer valuation difference is low. Our study contributes to the growing body of research on behavioural CLSCs to provide insights on firms’ remanufacturing strategies.

实证研究表明，消费者对再制造产品的估值不确定。在这种不确定性下做出的购买决定将导致消费者购买后悔。预期的后悔行为是指消费者在做出当前的购买决策时考虑到购买后后悔的潜在影响。这项研究关注预期后悔（AR）对闭环供应链（CLSC）决策的影响。我们研究了AR如何影响原始设备制造商（OEM）的再制造策略，以及OEM在何时提醒消费者注意AR有利可图。我们会进一步研究OEM和第三方再制造商（TPR）之间考虑各种电源结构的定价决策。我们的发现表明：（i）AR的存在并不总是会损害利润，更高的预期后悔敏感性可以部分缓解新产品和再制造产品之间的竞争；（ii）当消费者对再制造产品的估价差异很小时，垄断的OEM可以通过提醒消费者考虑使用AR来增加利润；（iii）对于OEM而言，当TPR进入市场时，选择强大的TPR进行协作​​是最有利的；（iv）当消费者估值差异较低时，OEM和TPR需要注意后移优势。我们的研究有助于对行为CLSC的研究不断发展，以提供有关公司再制造策略的见解。垄断的OEM可以通过提醒消费者考虑使用AR来增加利润。（iii）对于OEM而言，当TPR进入市场时，选择强大的TPR进行协作​​是最有利的；（iv）当消费者估值差异较低时，OEM和TPR需要注意后移优势。我们的研究有助于对行为CLSC的研究不断发展，以提供有关公司再制造策略的见解。垄断的OEM可以通过提醒消费者考虑使用AR来增加利润。（iii）对于OEM而言，当TPR进入市场时，选择强大的TPR进行协作​​是最有利的；（iv）当消费者估值差异较低时，OEM和TPR需要注意后移优势。我们的研究有助于对行为CLSC的研究不断发展，以提供有关公司再制造策略的见解。