Learning from human feedback has become a central paradigm for training modern AI systems, where models of human utility are used as reward models in policy learning. Existing methods typically assume a \emph{universal utility} function shared across a population and treat disagreement between annotators as stochastic variation. While suitable for objective tasks, this assumption breaks down in subjective domains where preferences vary systematically across individuals. We study the problem of subjective preference learning, in which observed choices arise from heterogeneous but internally consistent utility functions. Drawing upon rational choice theory, RCT \parencite{tversky1981framing}, we introduce \emph{individuated utility} functions conditioned on both the individual and their decision context, and propose a novel multi-stage architecture for estimating them from multi-modal data. We evaluate our framework on a newly collected dataset of more than
575,000 pairwise aesthetic judgments from
2,398 participants comparing automotive wheel designs. Our experiments show that individuated utility models substantially outperform universal utility models including foundation model baselines. Our results demonstrate that disagreement reflects meaningful preference heterogeneity rather than annotation noise. More broadly, our findings highlight the importance of collecting annotator attributes and learning individuated utility functions, enabling reward models that explicitly account for whose preferences they represent and faithfully capture human decision diversity.