PROBLEM TO BE SOLVED: To appropriately evaluate the preference of a user.SOLUTION: A preference evaluation method includes: a measurement procedure of measuring the skin resistance reaction value of a user with a predetermined interval a presentation procedure of presenting a plurality of evaluation objects to the user, and then presenting a predetermined evaluation object included in the plurality of evaluation objects an analysis procedure of analyzing the skin resistance reaction value in a period when the predetermined evaluation object is presented by the presentation procedure among the skin resistance reaction values obtained by the measurement procedure and an evaluation procedure of evaluating preference to the predetermined evaluation object on the basis of the skin analysis reaction value obtained by the analysis procedure.
