请将下面这段消费难点的描述改写得更加专业和精准。paired comparison is an assessment method in which two items or options are presented together, and the subject is asked to select which one is preferred. The method allows for a direct evaluation of the willingness-to-pay (WTP) for one option over the other. However, paired comparison has its limitations. For example, when respondents have to make multiple choices, the process can become cumbersome and potentially affect the reliability of the responses. Another issue is that it may be challenging for respondents to provide a definitive preference, particularly when the options have multiple attributes or there is little perceived difference between them. Moreover, paired comparison may not fully capture the complexity of decision-making in certain situations, where a combination of factors influences a person's willingness-to-pay. Lastly, there is a risk that respondents may provide socially desirable answers rather than their true preferences, which can further undermine the validity of the results.
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配对比较是一种评估方法，其中两个项目或选项同时呈现，要求被试者选择哪个更受欢迎。该方法能够直接评价被试者对一个选项相对于另一个选项的支付意愿（WTP）。然而，配对比较方法存在一定的局限性。例如，当被试者需要进行多次选择时，这一过程可能变得繁琐，从而影响结果的可靠性。此外，当选项具有多个属性或二者之间的差异不大时，被试者可能难以做出明确的偏好判断。配对比较方法可能无法完全体现某些情境下的决策复杂性，决策过程中往往受到多种因素的综合作用。最后，还存在被试者提供社会期望的答案而非真实偏好的风险，这会进一步削弱结果的有效性。
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