Third, the thesis investigates the effect of price discount depths on consumers behavioral response. Under the means-end framework, this thesis extends the price-value model by including
anticipated regret and proposes an integrated model to account for the mechanism that underlies
consumers behavioral response towards price discount promotion. The results of a survey study
indicate that the proposed integrated model fits the data well, and that consumers purchase
intention is better explained and predicted by including consumers anticipated regret in the model