Introduce two types of preference, indifference threshold and induced information trust, establish an update model of induced information trust, analyze the feedback mechanism of individual preferences in path choice behavior, and establish a basis based on individual preferences path selection learning behavior model. The traffic guidance strategy based on individual preference is designed, and the traffic system efficiency of the guidance strategy is studied through MATLAB simulation. Under the two types of traffic guidance strategies based on individual preferences, the four dimensions of traffic flow of each road segment, total travel time of the road network, the number of people on each path, and the results of the driver’s path selection The simulation days increase and the indifference threshold increases. The results show that the traffic guidance strategy of individual preference can more optimize the allocation of traffic resources, evenly distribute traffic pressure, and improve travel efficiency.