1. A choice or liking for something other than the usual, conventional, or primary option
The study examined consumers' alternative preferences when their first choice was unavailable.
O estudo examinou as preferências alternativas dos consumidores quando sua primeira escolha não estava disponível.
2. In economics and decision theory, a secondary choice made when the preferred option is not feasible
Given budget constraints, customers often resort to alternative preferences.
Dadas as limitações orçamentárias, os clientes frequentemente recorrem a preferências alternativas.