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A MULTIVARIATE INVESTIGATION OF PREFERENCES.

The concept of preference is of primary importance in psychology. It has had an implicit role in almost every psychological theory, but no major efforts have been directed toward the explication of preference as a psychological concept. Why is one object preferred to another? is a question which has remained unan- swered, at least to the extent that the psychological nature of pref- erence has remained subservient to the other purposes of investigators.