Price-dependent quality: examining the effects of price on multimedia quality requirements

David S. Hands; Caroline Partridge; Kennedy Cheng; Richard J. Jacobs

doi:10.1117/12.699098

12 February 2007 Price-dependent quality: examining the effects of price on multimedia quality requirements

David S. Hands, Caroline Partridge, Kennedy Cheng, Richard J. Jacobs

Proceedings Volume 6492, Human Vision and Electronic Imaging XII; 64920N (2007) https://doi.org/10.1117/12.699098
Event: Electronic Imaging 2007, 2007, San Jose, CA, United States

Abstract

Traditionally, subjective quality assessments are made in isolation of mediating factors (e.g. interest in content, price). This approach is useful for determining the pure perceptual quality of content. Recently, there has been a growing interest in understanding users' quality of experience. To move from perceptual quality assessment to quality of experience assessment, factors beyond reproduction quality must be considered. From a commercial perspective, content and price are key determinants of success. This paper investigates the relationship between price and quality. Subjects selected content that was of interest to them. Subjects were given a budget of ten pounds at the start of the test. When viewing content, subjects were free to select different levels of quality. The lowest quality was free (and subjects left the test with ten pounds). The highest quality used up the full budget (and subjects left the test with no money). A range of pricing tariffs was used in the test. During the test, subjects were allowed to prioritise quality or price. The results of the test found that subjects prioritised quality over price across all tariff levels. At the higher pricing tariffs, subjects became more price sensitive. Using data from a number of subjective tests, a utility function describing the relationship between price and quality was produced.

Citation Download Citation

David S. Hands, Caroline Partridge, Kennedy Cheng, and Richard J. Jacobs "Price-dependent quality: examining the effects of price on multimedia quality requirements", Proc. SPIE 6492, Human Vision and Electronic Imaging XII, 64920N (12 February 2007); https://doi.org/10.1117/12.699098

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