Abstract: Abstract：Consumers′ subjective intentions before purchasing often contradict their actual decision-making behavior, that is, there are differences between stated preference(SP) and revealed preference(RP).At present, research on SP and RP mostly focuses on their consistency and complementarity, but research on their differences is less, and ignores the impact of consumer preference uncertainty.Based on this, this paper proposes an uncertain regret preference model, which measures the difference between SP and RP by the degree of satisfaction or regret of consumers after buying behavior.The results show that uncertainties such as brand recognition, design recognition, performance recognition and reference group, consumer characteristics such as gender, education and income, and product attributes such as price, product set and replacement time have significant effects on consumer preference. In addition, there are significant systematic differences in SP and RP between male and female samples.

Key words: preference difference, preference uncertainty, regret preference model, mobile phone products