In real life people reveal their preferences through choices. The aggregate of choices constitutes the demand for goods and services, the vote for political candidates, and many other phenomena of interest. Understanding how changes in the characteristics of alternatives affects preferences for them is important in many fields where predicting human choice is of interest. Such fields include: marketing, management, economics, environmental science, geography, recreation, and transportation. The lecture would deal with situations where choice alternatives may be described in terms of their components, or attributes.