Preference
Related: desire - orientation - taste - choice
Definition
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. More generally, it can be seen as a source of motivation.For example, happiness is generally preferred to suffering, sadness, or grief. Also, more consumption of a normal good is generally (but not always) assumed to be preferred to less consumption. --http://en.wikipedia.org/wiki/Preference [Aug 2004]
your Amazon recommendations