Abstract:Traditional preference test is a forced-choice test which requires consumers to make a preference choice between two products and it has been extensively applied in consumer tests.However,due to consumers’ psychological hint in the test situation causing preference bias,the results are not consumers’ real preference for the tested stimuli and thus it is questionable to predict the tendency of the market with the method. In order to solve the problem,some researchers proposed ’operational preference’. This review mainly summarized how to get the consumers’ "operational preference",including improving preference test with "no preference",repeating preference test,preference test after screening consumers with placebo test,monitoring consumers’ behavior,auction and exchanges,’take away’ preference test. Furthermore,the future applications of these methods were discussed.
