Some aspects of this disclosure involve computation of a preference score for a certain type of food. In some embodiments described herein, measurements of affective response of at least ten users are collected. The measurements may include various values indicative of physiological signals and/or behavioral cues of the at least ten users. Each measurement of a user is taken with a sensor coupled to the user up to four hours after the user consumed the certain type of food. A preference score is computed based on the measurements. The preference score is indicative of how much the at least ten users enjoyed consuming the certain type of food and/or how well they felt after consuming the certain type of food.