Abstract: Yantai apple regional public brand and smallholders within its irradiation range were taken as research subjects．Drawing from a behavioral economics perspective, four dimensions have been systematically analyzed: cognition, risk, social coordination, and intertemporal returns, to examine foundational conditions, practical barriers, and response strategies for smallholders' integration into brand．Research has found that highly fragmented nature of production entities led to high costs associated with standard enforcement and coordination; smallholders faced multiple obstacles, including complex standards, delayed payoffs from investment, insufficient constraints on free-riding, and inadequate post-harvest support．Accordingly, efforts should be made to streamline standards and traceability and enhance compliance capabilities; optimize tiered pricing and improve risk-sharing mechanisms; regulate standard usage management and strengthen behavioral constraints; and improve post-harvest support while ensuring smooth benefit transmission．These measures would facilitate high-quality integration of smallholders and support to sustainable development of regional public brand．