Many advertising slogans seem to be asserting something about people’s preferences. How would you capture the following slogans with a mathematical utility function?

a. Promise margarine is just as good as butter.

b. Things go better with Coke.

c. You can’t eat just one Pringle’s potato chip.

d. Krispy Kreme glazed doughnuts are just better than Dunkin’ Donuts.

e. Miller Brewing advises us to drink (beer) “responsibly.”

[What would “irresponsible” drinking be?]