... a conceptual framework to discuss the relationships among innovative attributes, perceived value (PV), anticipated regret (AR), purchase intention, time pressure (TP) and new product preannouncement (NPP). By combining a questionnaire survey with a 2×2 experimental design, the hypotheses were then verified...

...% (moderate) and 50% (high). Findings The study found that consumers are likely to feel more surprised and less discontented when being offered a higher discount. The emotions further significantly impact their anticipated regret. Further, different discount levels influence patronage intention...