预测“实际偏好”的偏好性检验方法探讨

Methods for Preference Test to Predict Consumer’s "Operational Preference"

DOI：10.3969/j.issn.1673-1689.2013.10.005

中文关键词: 偏好性检验 无偏好 实际偏好

英文关键词: preference test operational preference no preference

基金项目:国家“十二五”科技支撑计划项目(2011BAD23B02)

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中文摘要:

偏好性检验是一种强迫选择型消费者感官测试方法,明确要求消费者在两种产品中做出偏好选择,在消费者测试应用广泛。但是,由于在实际测定中消费者受测试方法本身所造成的心理暗示的影响,往往在测试条件下不能准确表达真实偏好,使得测试结果不能反映消费者对产品的真实选择性,所以该检验方法的有效性受到质疑。为了解决这些问题,近年来,研究人员提出"实际偏好"的概念并通过实验验证了"实际偏好"测定在预测消费者偏好行为时的可行性。作者概述了包括改进"无偏好选项"存在的偏好检验、重复成对偏好实验、追踪消费者消费行为、拍卖或交换、"带走赠品"等用于提高偏好性检验与消费者真实偏好一致性的"实际偏好"检验方法,并对这些方法的应用前景进行了讨论。

英文摘要:

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.

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