Preference

n. favor, liking, fondness; priority, precedence, superior status; something that is preferred, favorite; (Computers) option within a menu that can be individually adjusted and determines the appearance or function of a program or operation system (usually used as "preferences")

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.
See more at Wikipedia.org...

Noun
1. a strong liking; "my own preference is for good literature"; "the Irish have a penchant for blarney"
(synonym) penchant, predilection, taste
(hypernym) liking
(hyponym) acquired taste
(derivation) prefer
2. a predisposition in favor of something; "a predilection for expensive cars"; "his sexual preferences"; "showed a Marxist orientation"
(synonym) predilection, orientation
(hypernym) predisposition
(derivation) choose, prefer, opt
3. the right or chance to choose; "given my druthers, I'd eat cake"
(synonym) druthers
(hypernym) option, alternative, choice
(hyponym) wish
4. grant of favor or advantage to one over another (especially to a country or countries in matters of international trade, such as levying duties)
(hypernym) advantage, vantage

n. preference

(n.)
The act of Preferring, or the state of being preferred; the setting of one thing before another; precedence; higher estimation; predilection; choice; also, the power or opportunity of choosing; as, to give him his preference.
  

(n.)
That which is preferred; the object of choice or superior favor; as, which is your preference?