Intensity of preference
Intensity of preference, also known as intensity preference, is a term used to identify and describe what happens in a process which leads to consensus agreement or consensus ranking. The phrase recognizes that decisions and decision-making involve intensity of feeling about a choice and the choice preference itself.
The concept of preference intensity has been criticized over the past sixty years because of the problems in measuring it. The term is used in economics, politics, marketing and other areas.
Ranking and consensus have been the subject of research for 200+ years. In the 20th century, the term intensity of preference was coined by the work of the economist Kenneth Arrow, who was a recipient of the 1972 Nobel Prize in Economics.
For example, the intensity of preference is a one of many factors which are important in voting. The term is a measure of an individual voter's (or group of voters') willingness to do something. Intensity of preference focuses on the inconveniences involved in the act of officially registering a choice at a specific time and place, not the vote itself. For example, the lines for voting in South Africa's 1994 election were very long. The "intensity of preference" and the inconvenience of voting were factors in the election of Nelson Mandela.
- Harvey, Charles M. "Aggregation of individuals' preference intensities into social preference intensity," Social Choice and Welfare, January 1999, Volume 16, Issue 1, pp 65-79; retrieved 2012-12-12.
- Cook, Wade D. and Moshe Kress, "Ordinal Ranking with Intensity of Preference," Management Science (US), Vol. 31, No. 1 (Jan., 1985), pp. 26-32; retrieved 2012-12-12.
- Farquhar, Peter H. and L. Robin Kelly. "Preference Intensity Measurement," Annals of Operations Research, 19 (1989) 205-217; retrieved 2012-12-12.
- Kenneth Arrow at NobelPrize.org Archived 2012-08-05 at WebCite; retrieved 2012-12-12.
- Sadurski, Wojciech. (1989). Moral Pluralism and Legal Neutrality, p. 35.
- Arrow, Kenneth J. (1963). Social Choice and Individual Values, p. 114.
- "The Election of Nelson Mandela " at South Africa: A Country Study, 1996; excerpt, "... more than 22 million voters stood in line for hours at some 9,000 polling places to exercise their newly won right to vote"; retrieved 2012-12-12.