Our preferences determine how we act and think, but exactly what the mechanics are and how they work is a central cause of concern in many disciplines. This book uses techniques from modern logics of information flow and action to develop a unified new theory of what preference is and how it changes. The theory emphasizes reasons for preference, as well as its entanglement with our beliefs. Moreover, the book provides dynamic logical systems which describe the explicit triggers driving preference change, including new information, suggestions, and commands. In sum, the book creates new bridges between many fields, from philosophy and computer science to economics, linguistics, and psychology. For the experienced scholar access to a large body of recent literature is provided and the novice gets a thorough introduction to the action and techniques of dynamic logic.