Funny thing is, the detection of any preference, for anything, is a readout of an emotional response.

People with brain injuries impacting emotional centers are unable to make any kind of choice and therefore don’t know what to calculate for.

https://youtu.be/T46bSyh0xc0?si=pX04LLKwMQuMtnH_

Mentioned at about 90seconds in of this lecture by George Lakoff.