Research On Group Utility Consensus Models Based On Regret Theory

In the consensus reaching process,regret psychology is a common psychology that affects the behavior of decision maker（DM）.Under the increasingly complex decision-making environment,DMs affected by various factors such as cognitive ability,personal emotions,and social preferences are always inclined to avoid making decisions that make them regretful.This research combines the behavioral decision theory of regret theory with utility consensus modeling,considers DMs’ regret avoidance psychological behaviors,characterizes the perceived utility of interval-based opinion decision-makers,and studies the consensus decision model that maximizes group perceived utility.The main researches are as follows:Firstly,based on the regret theory,we construct the regret-rejoice utility function to measure the perceived utility of DMs who use interval numbers to present their opinions.Considering that these DMs have different utility preferences,we divide them into utility left-skewed,right-skewed,and medium type.We explore the regret and avoidance psychology of DMs with different utility preference types,and construct the corresponding regret-rejoice utility functions.On this basis,considering the utility preference types of decision-making groups,the maximum group perceived utility consensus models of four types of decision-making groups were constructed under the constraint of limited consensus cost,which improve the utility consensus models established on the basis of completely rational assumptions and the expected utility.Secondly,considering individual tolerance and soft consensus,we relax the conditions for reaching consensus from the perspective of DM and coordinator,and build consensus models of the maximum group perceived utility that considers tolerance and soft consensus,which allow DMs to consider and compare more when adjusting opinions,making them more susceptible to regret.Finally,the above models are applied to the rural land transfer price decision-making problem,respectively,to explore the regret and decision-making behaviors of enterprises,farmers and village committees in the transfer process.Application research results and numerical analysis show that the regret avoidance psychology of DMs will affect the consensus of mixed decision-making groups.Regret psychology will also affect the degree of group adjustment and the direction of individual opinion adjustment when considering soft consensus and individual tolerance.Regret avoidance will cause the higher degree of group adjustment.The direction of DMs’ opinion adjustment in the same type of decision-making group is related to his/her utility preference,and the direction of DMs’ opinion adjustment in the mixed decision group is contented with the dominant preference of DM in the group.In addition,if all DMs in the group have the same utility preference,the group consensus opinion is consistent with the utility preference.The left-skewed decision-making group has the smallest consensus opinion,while the right-skewed decision-making group has the largest consensus opinion.For mixed decision-making groups,the consensus opinion will be smaller than the consensus opinion of the right-skewed group,and larger than the consensus opinion of the left-skewed group.Applied to the research of land transfer price decision-making,if the DMs are all contracting enterprises,the transfer price will be low,and the farmers will be unwilling to transfer.However,if the DMs are all farmers,the company will have lower willingness to long-term contract with the high transfer price.Therefore,in order to achieve long-term cooperation between farmers and contracting enterprises,it is necessary to avoid that the decision-making group consists of all farmers or contracting enterprises.The government should encourage and support the participation of farmers,contracting enterprises and village committee members in decision-making,and increase the utility preference type of decision-makers in the group.