Preference (or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can be seen as a source of motivation.
In cognitive sciences, individual preferences enable choice of objectives/goals.
Also, more consumption of a normal good is generally (but not always) assumed to be preferred to less consumption.
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