The concept of preference in conversation analysis

Preference is treated as a single concept in conversation analysis, but it has in fact developed into an assemblage of loosely related concepts. It has also been construed in a variety of mutually incompatible, and sometimes meth-odologically questionable, ways. This is due, at least in part, to a confusion between preference in its everyday usage and preference as a technical notion. This paper attempts to present a clear and unitary concept of preference and investigate the properties of that concept, differentiate related concepts (including conversational implicature), and reveal common confusions. (Conversation analysis, preference, methodology, implicature)