At one point, Guinness had a rather successful advertising campaign based on the slogan 'I donít like Guinness. Thatís why I have never tried it.' This line, which always provokes an amused reaction, should not seem absurd to an economist. Since we have well-defined preferences over the whole goods space, this sort of statement is perfectly consistent. In the standard model preferences are not formed by experience; they are given from the outset. Yet to consider preferences that evolve over time is a serious move away from the structure of the general equilibrium model.

Alan Kirman, 2006