對於一般的短視型消費者來說，當心中的價值(utility)大於產品售價，就會進行購買。但對策略型消費者來說並非如此，因為策略型消費者所關注的是未來降價的可能性，其消費行為是比較現在買的剩餘(surplus)與未來購買的期望剩餘，何者對自己有利，再決定甚麼時候購買。
在以往研究中，皆假設所有策略型消費者皆是理性的，對於第二期產品獲得率及第二期售價的想法，不受心理狀態影響。而在本論文中考量了各個顧客的心理狀態，來表示市場中的策略型消費者有各自的想法。有人認為第二期降價降得多，有人認為降得少，並且假設認為第二期降價降得多的顧客越策略。而產品獲得率也是影響策略型消費者購買行為的重要因素，因此，在本論文中假設，如果該顧客認為第二期產品獲得率低，那該顧客會傾向在第一期購買。因此，本論文中，除了對產品的utility外，多加了第二期產品獲得率及對第二期售價預期打折折數來代表顧客對產品內心狀態。
本論文中，考量單一廠商，面對市場中存在不同策略程度的策略型消費者，要在兩期銷售期中，對第一二期售價及生產量進行決策，使自身利益最大化。而對策略型消費者而言，則要決定在第一期購買還是在第二期購買，或者完全都不買。在論文中，case1顧客內心並不會依據第一期售價調整對第二期產品獲得率及對第二期售價預期打折折數的看法;case2顧客內心會依據第一期售價調整對第二期產品獲得率及對第二期售價預期打折折數的看法。

For the general myopic customers, if the utility is greater than the selling price of the product, they will make a purchase. However, this is not the case for strategic customers, because strategic customers are concerned about the possibility of future price discount. Their purchasing behavior relies on comparing the surplus buying now with the expected surplus buying in the future, which is the most beneficial to themselves. Then, they will decide when to buy. In previous studies, it was assumed that all strategic customers are rational.
In this paper, the psychological state of each customer is considered to indicate that strategic customers in the market have their own ideas. Some people think that the price discount in period 2 is much lower, and some people think that the price discount is much higher. The production availability rate is also an important factor that affects the purchasing behavior of strategic customers. It is assumed that if the customer believes that the product availability rate in period 2 is low, then the customer will tend to purchase in the period 1. In addition to the utility of the product, the product availability rate in period 2 and the expected discount rate in period 2 can be added to represent the customer's psychological state to the product.
In this paper, we consider a firm that faces strategic customers with different ideas in the market. It is necessary to make decisions on the selling price and production quantities at the beginning of the selling season to maximize own profit. As the consideration of customer behavior, it is necessary to decide whether to buy in the period 1 or in the period 2, or not at all. Case 1 customers will not adjust their views on the product availability rate and the expected discount in period 2 based on the selling price in period 1; Case 2 customers will adjust their views on the product availability rate and the expected discount in period 2 based on the selling price in period 1.

1. Aviv Yossi, Pazgal Amit, “Optimal pricing of seasonal products in the presence of forward-looking customers.”, Manufacturing Service Operation Management, Vol. 10, No. 3, pp. 339–359, 2008.
2. Busse Meghan R., Pope Devin G., Pope Jaren C., Silva-Risso Jorge, “The Psychological Effect of Weather on Car Purchases.”, The Quarterly Journal of Economics, Vol. 130, No. 1, pp. 371–414, 2015.
3. Bansal Saurabh, Nagarajan Mahesh, “Product Portfolio Management with Production Flexibility in Agribusiness.”, Operations Research, Vol.65, No.4, pp. 914-930, 2017.
4. Bray Robert L., Mendelson Haim, “Production Smoothing and the Bullwhip Effect.”, Manufacturing and Service Operations Management, Vol. 17, No. 2, pp. 208–220, 2015.
5. Buchheim Lukas, Kolaska Thomas, “Weather and the Psychology of Purchasing Outdoor Movie Tickets.”, Management Science, Vol. 63, No. 11, pp. 3718–3738, 2017.
6. Cachon Gérard P., Swinney Robert, “Purchasing, pricing, and quick response in the presence of strategic customers.”, Management Science, Vol. 55, No. 3, pp. 497–511, 2009.
7. Coats Jennifer C., Gronberg Timothy J., Grosskopf Brit, “Simultaneous versus sequential public good provision and the role of refunds - an experimental study.”, Journal of Public Economics, Vol. 93, No. 1-2, pp. 326–335, 2009.
8. Dirks Kurt T., Ferrin Donald L., “The Role of Trust in Organizational Settings.”, Organization Science, Vol. 12, No. 4, pp. 450–467, 2001.
9. Ertan Arhan, Page Talbot, Putterman Louis, “Who to punish? Individual decisions and majority rule in mitigating the free rider problem.”, European Economic Review, Vol. 53, No. 5, pp. 495–511, 2009.
10. Jerath Kinshuk, NetessineS erguei, Veeraraghavan Senthil K., “Revenue management with strategic customers: Last minute selling and opaque selling.”, Management Science, Vol. 56, No. 3, pp.430-448, 2010.
11. Jacobson Robert, Obermiller Carl, “The formation of expected future prices: A reference price for forward-looking customers.”, Journal of Customer Research, Vol. 16, No. 4, pp. 420- 432, 1990.
12. Krishna Aradhna, “The impact of dealing patterns on purchase behavior.”, Marketing Science, Vol.13, No.4, pp. 351–373, 1994.
13. Kiyonari Toko, Barclay Pat, “Cooperation in social dilemmas: free riding may be thwarted by second-production reward rather than by punishment.”, Journal of Personality and Social Psychology, Vol. 95, No. 4, pp. 826–842, 2008.
14. Liu Qian, Zhang Dan, “Dynamic Pricing Competition with Strategic Customers Under Vertical Product Differentiation.”, Management Science, Vol.59, No.1, pp.84-101, 2013.
15. Liu Qian, van Ryzin Garrett J., “Strategic capacity rationing to induce early purchases.”, Management science, Vol. 54, No. 6, pp. 1115–1131, 2008.
16. Levin Yuri, McGill Jeff, Nediak Mikhail, “Dynamic Pricing in the Presence of Strategic Customers and Oligopolistic Competition.”, Management Science, Vol.55, No.1, pp.32-46, 2013.
17. Lin Yen-Ting, Parlaktürk Ali K., Swaminathan Jayashankar M., “Are Strategic Customers Bad for a Supply Chain?”, Management Science, Vol.20, No.3, pp.481-497, 2018.
18. Pitesa Marko, Goh Zen, Thau Stefan, “Mandates of Dishonesty: The Psychological and Social Costs of Mandated Attitude Expression.”, Organization Science, Vol. 29, No. 3, pp. 418–431, 2018.
19. Siemsen Enno, Roth Aleda V., Balasubramanian Sridhar, Anand Gopesh, “The Influence of Psychological Safety and Confidence in Knowledge on Employee Knowledge Sharing.”, Manufacturing and Service Operations Management, Vol. 11, No. 3, pp. 429–447, 2009.
20. Stokey Nancy L., “Intertemporal price discrimination.”, Quart. J. Economic, Vol. 93, No. 3, pp. 355–371, 1979.
21. Swinney Robert, “Selling to Strategic Customers When Product Value Is Uncertain: The Value of Matching Supply and Demand.”, Management science, Vol.57, No.10, pp. 1737-1751, 2011.
22. Su Xuanming, “Intertemporal pricing with strategic customer behavior.”, Management Science, Vol. 53, No. 5, pp. 726–741, 2007.
23. Su Xuanming, Zhang Fuqiang, “Strategic customer behavior, commitment, and supply chain performance.”, Management Science, Vol. 54, No. 10, pp. 1759–1773, 2008.
24. Su Xuanming, Zhang Fuqiang, “On the Value of Commitment and Availability Guarantees When Selling to Strategic Customers.”, Management Science, Vol.55, No.5, pp.713-726, 2009.
25. Su Xuanming, “Intertemporal Pricing with Strategic Customer Behavior.”, Management Science, Vol.53, No.5, pp.726-741, 2007.
26. Tyagi Rajeev K., “Sequential product positioning under differential costs.”, Marketing Science, Vol.46, No.7, pp.928-940, 2000.
27. 林竣民，“Pricing and advertising strategy of a monopolistic firm when facing strategic customers.”，國立中央大學，碩士論文，2011。