If airline A is moderately preferred to airline B, at a value of 3, then airline B is compared to airline A at a value of −3.

Name: If airline A is moderately preferred to airline B, at a value of 3, then airline B is compared to airline A at a value of −3.
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In preference scales, if airline A is moderately preferred to airline B at a value of 3, then airline B is less preferred to airline A at a value of 1/3, not -3.

If Airline a Is Moderately Preferred to Airline B, at a Value