We interpret industry discount rates as proxies for value investment, grounded in Q theory, while capturing gambling preferences through salience theory. Integrating these perspectives, we propose a novel asset pricing model (ST-ICAPM) that unifies value investment and salience factors, evaluating its pricing efficacy across Chinese industries from 2004 to 2023. Empirical results show that investment factors tend to negatively predict future returns, while growth factors command risk premia. However, profitability factors exhibit limited explanatory power. Investor expectations are primarily driven by profit growth, emphasizing the need to enhance profit stability for a value-oriented market. Salience intensity, especially when measured via eigenvector centrality within industry networks, serves as a strong negative predictor of returns, emphasizing the importance of conceptual connections over purely economic linkages in shaping investor behavior. Robust tests confirm that the ST-ICAPM outperforms benchmark models (FF3, CARHART4, FF5, ICAPM, and STCAPM) in terms of pricing power. Our findings emphasize the need to promote value investing and restrain gambling behavior as essential strategies to cultivate a resilient capital market in China.