Introducing new products through pre-order price promotions is a time-honored strategy, but how deep should those discounts be and what factors induce consumers to make the leap of faith needed to plunk down money for a brand-new model? A trio of researchers provides some answers in “Regular Price $299; Pre-order Price $199: Price Promotion for a Pre-ordered Product and the Moderating Role of Temporal Orientation,” appearing in the Journal of Retailing’s March 2017 issue.