Answer: The correct answer is Preference.
Explanation: Preference is a concept used in social sciences such as psychology that decribes individual attitudes toward a set of objects.
For example, liking red shirts instead of blue ones. Being fan of baseball instead of being fan of Soccer.
Preferences are influenced by multiple factors that can be external such as education, cultural background, society and so on. And internal such as happiness, gratification and identity.
Preferences often lead to differences in decision making, and choices can modify preferences.
In this case, Jack and James both are presented with a red shirt by the sales person, however Jack likes the shirt and James dislikes the shirt. Jack and James preferences differ.