The best replacement for preference is conviction.

The best alternatives to preference are rated as following:
★★★★★  conviction
★★★★  excellence
★★★  prejudice
★★  ordinary shares
★★  choice
★★  discrimination
★  favoritism
★  orientation
★  preferences
★  loreal excellence
★  excellence l'oreal
★  principle
★  an inclination
  loreal feria
  racist
  feria
  garnier nutrisse
  performance
  amt adjustment
  ordinary share
  administrative distance
  scores
  learning style

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