This paper considers two competing views of the relationship between preference and desire. On what I call the “preference-first view,” preference is our most basic form of conative attitude, and desire reduces to preference. This view is widely assumed, and essentially treated as orthodoxy, among standard decision theorists, economists, and others. I argue, however, that the preference-first view has things the wrong way around. I first show that the standard motivation offered for this view—motivation underlying foundational work in decision theory (...) and economics—leaves the view with unacceptable psychological implications. I then introduce an alternative view—the “desire-first view”—on which desire is our most basic form of conative attitude, and preference reduces to desire. On the desire-first view I propose, preferences, as comparisons, are best understood as comparisons of the extents to which alternatives are desired. I show that this desire-first view is simple, ecumenical, and explanatorily powerful. (shrink)