The PD can provide a measure of respondents' unconscious attitudes to the topics being assessed by using the anchor topic "Prefer."

Comparing one's image choices for "Prefer" to his or her choices for any other topic, we obtain a Same Choice Score (SCS) between "Prefer" and that other topic. Therefore, in this case as the similarity is between what one prefers and another topic, the SCS is an indication of one's unconscious attitude towards that topic.