This chapter explores non-reinforced preference change, examining how preferences shift in the absence of external reinforcement. We differentiate between various types of reinforcements, including external, non-external, and internal reinforcement, to understand their roles in shaping preferences. The chapter highlights the cognitive and neural mechanisms underlying preference changes, emphasizing how internal reinforcement influences decision-making processes. This synthesis of literature aims to advance our understanding of how preferences can evolve in the absence of overt rewards, shedding light on the complexities of human decision-making and the underlying cognitive mechanisms.