Humans have preferences .
They make choices. By most accounts, preferences and choices are related, and these in turn are connected in one way or another to values . This topic has a substantial history in disciplines ranging from religion, philosophy and politics to economics, marketing and advertising. An enormous range of terms and concepts are associated within this domain, e.g., attitude, benefit, desire, duty, ethic, goal, incentive, like, moral, motive, need, obligation, pleasure, utility, want, welfare, worth. For psychologists, this hardly answers the question.