Paired preference testing: False preferences and disruptive protocols.

This review introduces recent changes regarding measurement of preferences brought about by the discovery of false preferences that occur with paired preference testing. Testing protocols are examined critically. False preferences result from a response bias elicited by factors distinct from sensory properties of products being tested that can distort results. Statistical approaches to circumventing this problem are examined. Alternative methods are being developed to eliminate false preferences based on understanding information processing in the brain. This has led to development of disruptive experimental preference testing protocols based on hypothesized use of processing subroutines in the brain to protect the central processing system from overload. These disruptive protocols suppress response bias. Paired preference testing is designed to predict consumer behavior. A paucity of studies addressing whether they do is put into perspective.