@inproceedings{00cf522230a74ba29ce85cde2bc342b4,
title = "What makes a brand look expensive?",
abstract = "Branding is a powerful tool that companies use to control the perception of their products' quality and price. A company's website is a digital vehicle for conveying this brand information. The look and feel of a website often influence a customer's impression of a brand's price category. To understand what makes a brand look expensive, we evaluate the website designs of two industries - watches and cars. We ran a crowdsourced study to collect ratings of perceived cost based on web page screenshots. By training a random forest regression model over these ratings, we learned which visual features of website design are predictive of perceived cost.",
keywords = "Brands, Perception, Price, Web design",
author = "Jingxian Zhang and Butt, {Asad Imtiaz} and Neel Kothari and Ranjitha Kumar",
note = "Publisher Copyright: {\textcopyright} 2016 Authors.; 34th Annual CHI Conference on Human Factors in Computing Systems, CHI EA 2016 ; Conference date: 07-05-2016 Through 12-05-2016",
year = "2016",
month = may,
day = "7",
doi = "10.1145/2851581.2892467",
language = "English (US)",
series = "Conference on Human Factors in Computing Systems - Proceedings",
publisher = "Association for Computing Machinery",
pages = "3263--3268",
booktitle = "CHI EA 2016",
address = "United States",
}