Abstract: With regard to the variability of choice preference in decision-making, there existed three schools of differently oriented explanations. The first one, based on the concept of utility, discussed the mechanisms of choice preference derived from evaluation models and utility discounting respectively. The second one, based on the concept of mental representation, investigated the effect of construal level on choice preference. The third one, based on concepts of connectionist and artificial neural network, explored the effects of field distance and loss aversion bias respectively on choice preference

Key words: decision-making, choice preference, utility, mental representation, connectionist network