I cannot prefer a Micron to a Dell. In other words people act rationally with consistent preferences. More is Better. This is referred to as non-satiation or more is preferred to less . These assumptions hold for most individuals.
Possible exceptions are individuals with a schizophrenic disorder or some younger consumers.
The latter may be due to the skill required to rank order preferences. The assumption of more is preferred to less does not always hold true. I would not prefer 20 pizzas if they all had to be consumed at once. There are also some goods know as economic bads where less is preferred to more. To distinguish these goods a good that is desirable or more is preferred to less is known as an economic good .