Towards a reliable collection of eye-tracking data for image quality research: challenges, solutions and applications

Image quality assessment potentially benefits from the addition of visual attention. However, incorporating aspects of visual attention in image quality models by means of a perceptually optimized strategy is largely unexplored. Fundamental challenges, such as how visual attention is affected by the concurrence of visual signals and their distortions; whether visual attention affected by distortion or that driven by the original scene only should be included in an image quality model; and how to select visual attention models for the image quality application context, remain. To shed light on the above unsolved issues, designing and performing eye-tracking experiments are essential. Collecting eye-tracking data for the purpose of image quality study is so far confronted with a bias due to the involvement of stimulus repetition. In this paper, we propose a new experimental methodology to eliminate such inherent bias. This allows obtaining reliable eye-tracking data with a large degree of stimulus variability. In fact, we first conducted 5760 eye movement trials that included 160 human observers freely viewing 288 images of varying quality. We then made use of the resulting eye-tracking data to provide insights into the optimal use of visual attention in image quality research. The new eye-tracking data are made publicly available to the research community

Perceptual quality assessment and processing for visual signals.

視覺信號，包括圖像，視頻等，在采集，壓縮，存儲，傳輸，重新生成的過程中都會被各種各樣的噪聲所影響，因此他們的主觀質量也就會降低。所以，主觀視覺質量在現今的視覺信號處理跟通訊系統中起到了很大的作用。這篇畢業論文主要討論質量評價的算法設計，以及這些衡量標準在視覺信號處理上的應用。這篇論文的工作主要包括以下五個方面。第一部分主要集中在具有完全套考原始圖像的圖像質量評價。首先我們研究人類視覺系統的特征。具體說來，視覺在結構化失真上面的水平特性和顯著特征會被建模然后應用到結構相似度(SSIM)這個衡量標準上。實驗顯示我們的方法明顯的提高了衡量標準典主觀評價的相似度。由這個質量衡量標準的啟發，我們設計了一個主觀圖像壓縮的方法。其中我們提出了一個自適應的塊大小的超分辨率算法指導的下采樣的算法。實驗結果證明提出的圖像壓縮算法無論在主觀還是在客觀層面都構建了高質量的圖像。第二個部分的工作主要討論具有完全參考原始視頻的視頻質量評價。考慮到人類視覺系統的特征，比如時空域的對此敏感函數，眼球的移動，紋理的遮掩特性，空間域的一致性，時間域的協調性，不同塊變換的特性，我們設計了一個自適應塊大小的失真閾值的模型。實驗證明，我們提出的失真閾值模型能夠更精確的描迷人類視覺系統的特性。基于這個自適應塊大小的失真閾值模型，我們設計了一個簡單的主觀質量評價標準。在公共的圓像以及視頻的主觀數據庫上的測試結果證明了這個簡單的評價標準的有效性。因此，我們把這個簡單的質量標準應用于視頻編碼系統中。它可以在同樣的碼率下提供更高主觀質量的視頻。第三部分我們討論具有部分參考信息的圖像質量評價。我們通過描迷重組后的離散余弦變換域的系數的統計分布來衡量圖像的主觀質量。提出的評價標準發掘了相鄰的離散余弦系數的相同統計特性，相鄰的重組離散余弦系數的互信息，以及圖像的能量在不同頻率下的分布。實驗結果證明我們提出的質量標準河以超越其他的具有部分參考信息的質量評價標準，甚至還超過了具有完全參考信息的質量評價標準。而且，提取的特征很容易被編碼以及隱藏到圖像中以便于在圖像通訊中進行質量監控。第四部分我們討論具有部分參考信息的視頻質量評價。我們提取的特征可以很好的描迷空間域的信息失，和時間域的相鄰兩幀間的直方圖的統計特性。在視頻主觀質量的數據庫上的實驗結果，也證明了提出的方法河以超越其他代表性的視頻質量評價標準，甚至是具有完全參考信息的質量評價標準， 譬如PSNR以及SSIM 。我們的方法只需要很少的特征來描迷每一幀視頻圖像。對于每一幀圖像，一個特征用于描迷空間域的特點，另外三個特征用于描述時間域的特點。考慮到計算的復雜度以及壓縮特征所需要的碼率，提出的方法河以很簡單的在視頻的傳輸過程中監控視頻的質量。之前的四部分提到的主觀質量評價標準主要集中在傳統的失真上面， 譬如JPEG 圖像壓縮， H.264視頻壓縮。在最后一部分，我們討論在圖像跟視頻的retargeting過程中的失真。現如今，隨著消費者電子的發展，視覺信號需要在不同分辨率的顯示設備上進行通訊交互。因此， retargeting的算法把同一個原始圖像適應于不同的分辨率的顯示設備。這樣的過程就會引入圖像的失真。我們研究了對于retargeting圖像主觀質量的測試者的分數，從三個方面進行討論測試者對于retargeting圖像失真的反應.圖像retargeting的尺度，圖像retargeting的算法，原始圖像的內容特性。通過大量的主觀實驗測試，我們構建了一個關于圖像retargeting的主觀數據庫。基于這個主觀數據庫，我們評價以及分析了幾個具有代表性的質量評價標準。Visual signals, including images, videos, etc., are affected by a wide variety of distortions during acquisition, compression, storage, processing, transmission, and reproduction processes, which result in perceptual quality degradation. As a result, perceptual quality assessment plays a very important role in today's visual signal processing and communication systems. In this thesis, quality assessment algorithms for evaluating the visual signal perceptual quality, as well as the applications on visual signal processing and communications, are investigated. The work consists of five parts as briefly summarized below.The first part focuses on the full-reference (FR) image quality assessment. The properties of the human visual system (HVS) are firstly investigated. Specifically, the visual horizontal effect (HE) and saliency properties over the structural distortions are modelled and incorporated into the structure similarity index (SSIM). Experimental results show significantly improved performance in matching the subjective ratings. Inspired by the developed FR image metric, a perceptual image compression scheme is developed, where the adaptive block-based super-resolution directed down-sampling is proposed. Experimental results demonstrated that the proposed image compression scheme can produce higher quality images in terms of both objective and subjective qualities, compared with the existing methods.The second part concerns the FR video quality assessment. The adaptive block-size transform (ABT) based just-noticeable difference (JND) for visual signals is investigated by considering the HVS characteristics, e.g., spatio-temporal contrast sensitivity function (CSF), eye movement, texture masking, spatial coherence, temporal consistency, properties of different block-size transforms, etc. It is verified that the developed ABT based JND can more accurately depict the HVS property, compared with the state-of-the-art JND models. The ABT based JND is thereby utilized to develop a simple perceptual quality metric for visual signals. Validations on the image and video subjective quality databases proved its effectiveness. As a result, the developed perceptual quality metric is employed for perceptual video coding, which can deliver video sequences of higher perceptual quality at the same bit-rates.The third part discusses the reduced-reference (RR) image quality assessment, which is developed by statistically modelling the coe cient distribution in the reorganized discrete cosine transform (RDCT) domain. The proposed RR metric exploits the identical statistical nature of the adjacent DCT coefficients, the mutual information (MI) relationship between adjacent RDCT coefficients, and the image energy distribution among different frequency components. Experimental results demonstrate that the proposed metric outperforms the representative RR image quality metrics, and even the FR quality metric, i.e., peak signal to noise ratio (PSNR). Furthermore, the extracted RR features can be easily encoded and embedded into the distorted images for quality monitoring during image communications.The fourth part investigates the RR video quality assessment. The RR features are extracted to exploit the spatial information loss and the temporal statistical characteristics of the inter-frame histogram. Evaluations on the video subjective quality databases demonstrate that the proposed method outperforms the representative RR video quality metrics, and even the FR metrics, such as PSNR, SSIM in matching the subjective ratings. Furthermore, only a small number of RR features is required to represent the original video sequence (each frame requires only 1 and 3 parameters to depict the spatial and temporal characteristics, respectively). By considering the computational complexity and the bit-rates for extracting and representing the RR features, the proposed RR quality metric can be utilized for quality monitoring during video transmissions, where the RR features for perceptual quality analysis can be easily embedded into the videos or transmitted through an ancillary data channel.The aforementioned perceptual quality metrics focus on the traditional distortions, such as JPEG image compression noise, H.264 video compression noise, and so on. In the last part, we investigate the distortions introduced during the image and video retargeting process. Nowadays, with the development of the consumer electronics, more and more visual signals have to communicate between different display devices of different resolutions. The retargeting algorithm is employed to adapt a source image of one resolution to be displayed in a device of a different resolution, which may introduce distortions during the retargeting process. We investigate the subjective responses on the perceptual qualities of the retargeted images, and discuss the subjective results from three perspectives, i.e., retargeting scales, retargeting methods, and source image content attributes. An image retargeting subjective quality database is built by performing a large-scale subjective study of image retargeting quality on a collection of retargeted images. Based on the built database, several representative quality metrics for retargeted images are evaluated and discussed.Detailed summary in vernacular field only.Detailed summary in vernacular field only.Detailed summary in vernacular field only.Detailed summary in vernacular field only.Detailed summary in vernacular field only.Detailed summary in vernacular field only.Ma, Lin."December 2012."Thesis (Ph.D.)--Chinese University of Hong Kong, 2013.Includes bibliographical references (leaves 185-197).Abstract also in Chinese.Dedication --- p.iiAcknowledgments --- p.iiiAbstract --- p.viiiPublications --- p.xiNomenclature --- p.xviiContents --- p.xxivList of Figures --- p.xxviiiList of Tables --- p.xxxChapter 1 --- Introduction --- p.1Chapter 1.1 --- Motivation and Objectives --- p.1Chapter 1.2 --- Subjective Perceptual Quality Assessment --- p.5Chapter 1.3 --- Objective Perceptual Quality Assessment --- p.10Chapter 1.3.1 --- Visual Modelling Approach --- p.10Chapter 1.3.2 --- Engineering Modelling Approach --- p.15Chapter 1.3.3 --- Perceptual Subjective Quality Databases --- p.19Chapter 1.3.4 --- Performance Evaluation --- p.21Chapter 1.4 --- Thesis Contributions --- p.22Chapter 1.5 --- Organization of the Thesis --- p.24Chapter I --- Full Reference Quality Assessment --- p.26Chapter 2 --- Full Reference Image Quality Assessment --- p.27Chapter 2.1 --- Visual Horizontal Effect for Image Quality Assessment --- p.27Chapter 2.1.1 --- Introduction --- p.27Chapter 2.1.2 --- Proposed Image Quality Assessment Framework --- p.28Chapter 2.1.3 --- Experimental Results --- p.34Chapter 2.1.4 --- Conclusion --- p.36Chapter 2.2 --- Image Compression via Adaptive Block-Based Super-Resolution Directed Down-Sampling --- p.37Chapter 2.2.1 --- Introduction --- p.37Chapter 2.2.2 --- The Proposed Image Compression Framework --- p.38Chapter 2.2.3 --- Experimental Results --- p.42Chapter 2.2.4 --- Conclusion --- p.45Chapter 3 --- Full Reference Video Quality Assessment --- p.46Chapter 3.1 --- Adaptive Block-size Transform based Just-Noticeable Dfference Model for Visual Signals --- p.46Chapter 3.1.1 --- Introduction --- p.46Chapter 3.1.2 --- JND Model based on Transforms of Different Block Sizes --- p.48Chapter 3.1.3 --- Selection Strategy Between Transforms of Different Block Sizes --- p.53Chapter 3.1.4 --- JND Model Evaluation --- p.56Chapter 3.1.5 --- Conclusion --- p.60Chapter 3.2 --- Perceptual Quality Assessment --- p.60Chapter 3.2.1 --- Experimental Results --- p.62Chapter 3.2.2 --- Conclusion --- p.64Chapter 3.3 --- Motion Trajectory Based Visual Saliency for Video Quality Assessment --- p.65Chapter 3.3.1 --- Motion Trajectory based Visual Saliency for VQA --- p.66Chapter 3.3.2 --- New Quaternion Representation (QR) for Each frame --- p.66Chapter 3.3.3 --- Saliency Map Construction by QR --- p.67Chapter 3.3.4 --- Incorporating Visual Saliency with VQAs --- p.68Chapter 3.3.5 --- Experimental Results --- p.69Chapter 3.3.6 --- Conclusion --- p.72Chapter 3.4 --- Perceptual Video Coding --- p.72Chapter 3.4.1 --- Experimental Results --- p.75Chapter 3.4.2 --- Conclusion --- p.76Chapter II --- Reduced Reference Quality Assessment --- p.77Chapter 4 --- Reduced Reference Image Quality Assessment --- p.78Chapter 4.1 --- Introduction --- p.78Chapter 4.2 --- Reorganization Strategy of DCT Coefficients --- p.81Chapter 4.3 --- Relationship Analysis of Intra and Inter RDCT subbands --- p.83Chapter 4.4 --- Reduced Reference Feature Extraction in Sender Side --- p.88Chapter 4.4.1 --- Intra RDCT Subband Modeling --- p.89Chapter 4.4.2 --- Inter RDCT Subband Modeling --- p.91Chapter 4.4.3 --- Image Frequency Feature --- p.92Chapter 4.5 --- Perceptual Quality Analysis in the Receiver Side --- p.95Chapter 4.5.1 --- Intra RDCT Feature Difference Analysis --- p.95Chapter 4.5.2 --- Inter RDCT Feature Difference Analysis --- p.96Chapter 4.5.3 --- Image Frequency Feature Difference Analysis --- p.96Chapter 4.6 --- Experimental Results --- p.98Chapter 4.6.1 --- Efficiency of the DCT Reorganization Strategy --- p.98Chapter 4.6.2 --- Performance of the Proposed RR IQA --- p.99Chapter 4.6.3 --- Performance of the Proposed RR IQA over Each Individual Distortion Type --- p.105Chapter 4.6.4 --- Statistical Significance --- p.107Chapter 4.6.5 --- Performance Analysis of Each Component --- p.109Chapter 4.7 --- Conclusion --- p.111Chapter 5 --- Reduced Reference Video Quality Assessment --- p.113Chapter 5.1 --- Introduction --- p.113Chapter 5.2 --- Proposed Reduced Reference Video Quality Metric --- p.114Chapter 5.2.1 --- Reduced Reference Feature Extraction from Spatial Perspective --- p.116Chapter 5.2.2 --- Reduced Reference Feature Extraction from Temporal Perspective --- p.118Chapter 5.2.3 --- Visual Quality Analysis in Receiver Side --- p.121Chapter 5.3 --- Experimental Results --- p.123Chapter 5.3.1 --- Consistency Test of the Proposed RR VQA over Compressed Video Sequences --- p.124Chapter 5.3.2 --- Consistency Test of the Proposed RR VQA over Video Sequences with Simulated Distortions --- p.126Chapter 5.3.3 --- Performance Evaluation of the Proposed RR VQA on Compressed Video Sequences --- p.129Chapter 5.3.4 --- Performance Evaluation of the Proposed RR VQA on Video Sequences Containing Transmission Distortions --- p.133Chapter 5.3.5 --- Performance Analysis of Each Component --- p.135Chapter 5.4 --- Conclusion --- p.137Chapter III --- Retargeted Visual Signal Quality Assessment --- p.138Chapter 6 --- Image Retargeting Perceptual Quality Assessment --- p.139Chapter 6.1 --- Introduction --- p.139Chapter 6.2 --- Preparation of Database Building --- p.142Chapter 6.2.1 --- Source Image --- p.142Chapter 6.2.2 --- Retargeting Methods --- p.143Chapter 6.2.3 --- Subjective Testing --- p.146Chapter 6.3 --- Data Processing and Analysis for the Database --- p.150Chapter 6.3.1 --- Processing of Subjective Ratings --- p.150Chapter 6.3.2 --- Analysis and Discussion of the Subjective Ratings --- p.153Chapter 6.4 --- Objective Quality Metric for Retargeted Images --- p.162Chapter 6.4.1 --- Quality Metric Performances on the Constructed Image Retargeting Database --- p.162Chapter 6.4.2 --- Subjective Analysis of the Shape Distortion and Content Information Loss --- p.165Chapter 6.4.3 --- Discussion --- p.167Chapter 6.5 --- Conclusion --- p.169Chapter 7 --- Conclusions --- p.170Chapter 7.1 --- Conclusion --- p.170Chapter 7.2 --- Future Work --- p.173Chapter A --- Attributes of the Source Image --- p.176Chapter B --- Retargeted Image Name and the Corresponding Number --- p.179Chapter C --- Source Image Name and the Corresponding Number --- p.183Bibliography --- p.18

Saillance Visuelle, de la 2D à la 3D Stéréoscopique : Examen des Méthodes Psychophysique et Modélisation Computationnelle

Visual attention is one of the most important mechanisms deployed in the human visual system to reduce the amount of information that our brain needs to process. An increasing amount of efforts are being dedicated in the studies of visual attention, particularly in computational modeling of visual attention. In this thesis, we present studies focusing on several aspects of the research of visual attention. Our works can be mainly classified into two parts. The first part concerns ground truths used in the studies related to visual attention ; the second part contains studies related to the modeling of visual attention for Stereoscopic 3D (S-3D) viewing condition. In the first part, our work starts with identifying the reliability of FDM from different eye-tracking databases. Then we quantitatively identify the similarities and difference between fixation density maps and visual importance map, which have been two widely used ground truth for attention-related applications. Next, to solve the problem of lacking ground truth in the community of 3D visual attention modeling, we conduct a binocular eye-tracking experiment to create a new eye-tracking database for S-3D images. In the second part, we start with examining the impact of depth on visual attention in S-3D viewing condition. We firstly introduce a so-called "depth-bias" in the viewing of synthetic S-3D content on planar stereoscopic display. Then, we extend our study from synthetic stimuli to natural content S-3D images. We propose a depth-saliency-based model of 3D visual attention, which relies on depth contrast of the scene. Two different ways of applying depth information in S-3D visual attention model are also compared in our study. Next, we study the difference of center-bias between 2D and S-3D viewing conditions, and further integrate the center-bias with S-3D visual attention modeling. At the end, based on the assumption that visual attention can be used for improving Quality of Experience of 3D-TV when collaborating with blur, we study the influence of blur on depth perception and blur's relationship with binocular disparity.L'attention visuelle est l'un des mécanismes les plus importants mis en oeuvre par le système visuel humain (SVH) afin de réduire la quantité d'information que le cerveau a besoin de traiter pour appréhender le contenu d'une scène. Un nombre croissant de travaux est consacré à l'étude de l'attention visuelle, et en particulier à sa modélisation computationnelle. Dans cette thèse, nous présentons des études portant sur plusieurs aspects de cette recherche. Nos travaux peuvent être classés globalement en deux parties. La première concerne les questions liées à la vérité de terrain utilisée, la seconde est relative à la modélisation de l'attention visuelle dans des conditions de visualisation 3D. Dans la première partie, nous analysons la fiabilité de cartes de densité de fixation issues de différentes bases de données occulométriques. Ensuite, nous identifions quantitativement les similitudes et les différences entre carte de densité de fixation et carte d'importance visuelle, ces deux types de carte étant les vérités de terrain communément utilisées par les applications relatives à l'attention. Puis, pour faire face au manque de vérité de terrain exploitable pour la modélisation de l'attention visuelle 3D, nous procédons à une expérimentation oculométrique binoculaire qui aboutit à la création d'une nouvelle base de données avec des images stéréoscopiques 3D. Dans la seconde partie, nous commençons par examiner l'impact de la profondeur sur l'attention visuelle dans des conditions de visualisation 3D. Nous quantifions d'abord le " biais de profondeur " lié à la visualisation de contenus synthétiques 3D sur écran plat stéréoscopique. Ensuite, nous étendons notre étude avec l'usage d'images 3D au contenu naturel. Nous proposons un modèle de l'attention visuelle 3D basé saillance de profondeur, modèle qui repose sur le contraste de profondeur de la scène. Deux façons différentes d'exploiter l'information de profondeur par notre modèle sont comparées. Ensuite, nous étudions le biais central et les différences qui existent selon que les conditions de visualisation soient 2D ou 3D. Nous intégrons aussi le biais central à notre modèle de l'attention visuelle 3D. Enfin, considérant que l'attention visuelle combinée à une technique de floutage peut améliorer la qualité d'expérience de la TV-3D, nous étudions l'influence de flou sur la perception de la profondeur, et la relation du flou avec la disparité binoculaire

Visual saliency in image quality assessment

Advances in image quality assessment have shown the benefits of modelling functional components of the human visual system in image quality metrics. Visual saliency, a crucial aspect of the human visual system, is increasingly investigated recently. Current applications of visual saliency in image quality metrics are limited by our knowledge on the relation between visual saliency and quality perception. Issues regarding how to simulate and integrate visual saliency in image quality metrics remain. This thesis presents psychophysical experiments and computational models relevant to the perceptually-optimised use of visual saliency in image quality metrics. We first systematically validated the capability of computational saliency in improving image quality metrics. Practical guidance regarding how to select suitable saliency models, which image quality metrics can benefit from saliency integration, and how the added value of saliency depends on image distortion type were provided. To better understand the relation between saliency and image quality, an eye-tracking experiment with a reliable experimental methodology was first designed to obtain ground truth fixation data. Significant findings on the interactions between saliency and visual distortion were then discussed. Based on these findings, a saliency integration approach taking into account the impact of distortion on the saliency deployment was proposed. We also devised an algorithm which adaptively incorporate saliency in image quality metrics based on saliency dispersion. Moreover, we further investigated the plausibility of measuring image quality based on the deviation of saliency induced by distortion. An image quality metric based on measuring saliency deviation was devised. This thesis demonstrates that the added value of saliency in image quality metrics can be optimised by taking into account the interactions between saliency and visual distortion. This thesis also demonstrates that the deviation of fixation deployment due to distortion can be used as a proxy for the prediction of image quality

Handbook of Digital Face Manipulation and Detection

This open access book provides the first comprehensive collection of studies dealing with the hot topic of digital face manipulation such as DeepFakes, Face Morphing, or Reenactment. It combines the research fields of biometrics and media forensics including contributions from academia and industry. Appealing to a broad readership, introductory chapters provide a comprehensive overview of the topic, which address readers wishing to gain a brief overview of the state-of-the-art. Subsequent chapters, which delve deeper into various research challenges, are oriented towards advanced readers. Moreover, the book provides a good starting point for young researchers as well as a reference guide pointing at further literature. Hence, the primary readership is academic institutions and industry currently involved in digital face manipulation and detection. The book could easily be used as a recommended text for courses in image processing, machine learning, media forensics, biometrics, and the general security area

Handbook of Digital Face Manipulation and Detection

This open access book provides the first comprehensive collection of studies dealing with the hot topic of digital face manipulation such as DeepFakes, Face Morphing, or Reenactment. It combines the research fields of biometrics and media forensics including contributions from academia and industry. Appealing to a broad readership, introductory chapters provide a comprehensive overview of the topic, which address readers wishing to gain a brief overview of the state-of-the-art. Subsequent chapters, which delve deeper into various research challenges, are oriented towards advanced readers. Moreover, the book provides a good starting point for young researchers as well as a reference guide pointing at further literature. Hence, the primary readership is academic institutions and industry currently involved in digital face manipulation and detection. The book could easily be used as a recommended text for courses in image processing, machine learning, media forensics, biometrics, and the general security area

Aeronautics and space report of the President, 1982 activities

Achievements of the space program are summerized in the area of communication, Earth resources, environment, space sciences, transportation, aeronautics, and space energy. Space program activities of the various deprtments and agencies of the Federal Government are discussed in relation to the agencies' goals and policies. Records of U.S. and world spacecraft launchings, successful U.S. launches for 1982, U.S. launched applications and scientific satellites and space probes since 1975, U.S. and Soviet manned spaceflights since 1961, data on U.S. space launch vehicles, and budget summaries are provided. The national space policy and the aeronautical research and technology policy statements are included

Gaze-Based Human-Robot Interaction by the Brunswick Model

We present a new paradigm for human-robot interaction based on social signal processing, and in particular on the Brunswick model. Originally, the Brunswick model copes with face-to-face dyadic interaction, assuming that the interactants are communicating through a continuous exchange of non verbal social signals, in addition to the spoken messages. Social signals have to be interpreted, thanks to a proper recognition phase that considers visual and audio information. The Brunswick model allows to quantitatively evaluate the quality of the interaction using statistical tools which measure how effective is the recognition phase. In this paper we cast this theory when one of the interactants is a robot; in this case, the recognition phase performed by the robot and the human have to be revised w.r.t. the original model. The model is applied to Berrick, a recent open-source low-cost robotic head platform, where the gazing is the social signal to be considered

Can Upward Brand Extensions be an Opportunity for Marketing Managers During the Covid-19 Pandemic and Beyond?

Early COVID-19 research has guided current managerial practice by introducing more products across different product categories as consumers tried to avoid perceived health risks from food shortages, i.e. horizontal brand extensions. For example, Leon, a fast-food restaurant in the UK, introduced a new range of ready meal products. However, when the food supply stabilised, availability may no longer be a concern for consumers. Instead, job losses could be a driver of higher perceived financial risks. Meanwhile, it remains unknown whether the perceived health or financial risks play a more significant role on consumers’ consumptions. Our preliminary survey shows perceived health risks outperform perceived financial risks to positively influence purchase intention during COVID-19. We suggest such a result indicates an opportunity for marketers to consider introducing premium priced products, i.e. upward brand extensions. The risk-as�feelings and signalling theories were used to explain consumer choice under risk may adopt affective heuristic processing, using minimal cognitive efforts to evaluate products. Based on this, consumers are likely to be affected by the salient high-quality and reliable product cue of upward extension signalled by its premium price level, which may attract consumers to purchase when they have high perceived health risks associated with COVID-19. Addressing this, a series of experimental studies confirm that upward brand extensions (versus normal new product introductions) can positively moderate the positive effect between perceived health risks associated with COVID-19 and purchase intention. Such an effect can be mediated by affective heuristic information processing. The results contribute to emergent COVID-19 literature and managerial practice during the pandemic but could also inform post-pandemic thinking around vertical brand extensions