Abstract: Behavioral supply chain research is often limited to the fact that supply chain members only have a single behavioral preference, and seldom involves deeper extension research. Combined with the actual scenario, it is assumed that the research object is a two-level supply chain composed of a supplier and a retailer, and the triple behavioral preferences of supply chain members, such as loss avoidance, fairness concern and altruism preference, are considered at the same time. On this basis, the collaborative optimization model of the supply chain under newsboy model is constructed, and the process and approach to realize the overall coordination are analyzed. Through case analysis, it is concluded that under the condition of repurchase contract, low fair concern, high loss avoidance and moderate altruistic preference value can better promote the cooperation between suppliers and retailers and realize the coordination of supply chain; and that under the condition of revenue sharing contract, higher loss avoidance degree, lower fair preference degree and moderate altruistic coefficient can make suppliers and retailers in the supply chain distribute the revenue evenly and realize the coordination of the supply chain.

Key words: multiple behavior preference, supply chain contract, supply chain coordination, supply chain management