“…This technique is used in the field of experimental design (yielding the one-factor-at-a-time or the factorial experiments methods), as well as in multicriteria decision aiding. For instance, the MACBETH method [BV95,BLCB08] is based on binary alternatives : in order to assess hidden technical parameters (the weights of the various criteria), the decision maker is asked to express preference between prototypical alternatives, traditionally referencing a neutral level i (for technological products, representing the attribute of a mid-range, available product), and a high level ⊺ i (representing the attribute of a luxury product, or a hypothetical performance demanding a technological breakthrough). Note that, while MACBETH assumes commensurability between the neutral levels ( i ) i∈N and between the high levels (⊺ i ) i∈N (representing the satisfying reference level, in the sense of Simon [Sim56], commensurability is neither needed nor assumed in this article.…”