Table 1.

Illustration of the superiority of preference over score to assess the value of goods and services.

A. Your family is offered unexpectedly a weekend in a cottage in the countryside with evening dinners in local restaurants.
B. Your family is offered unexpectedly a weekend in a small but luxury hotel at the sunny coast.
C. Would you prefer A or B above?
When participants were asked to rate how much they would like statement A (having not seen B and C) the mean score was 4.8. When then asked how much they would like statement B (having not seen C) the mean score was 4.7. When asked which option would be preferred, 35% of the audience preferred option A, 60% option B, and 5% were neutral.