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Caption:An MIT team proved that it is impossible to get information about correlations from two-way comparisons alone. Correlations can be discerned, however, when large numbers of people rate three alternatives in their order of preference (Credits: iStock).
CSAIL article

In his 1927 paper, “A law of comparative judgment,” the American psychologist L. L. Thurstone proposed that when people select one option among multiple alternatives, they are picking the one that has the highest value to them, even though they cannot assign a particular number to that choice.