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We give a quantitative analysis of the independence of irrelevant alternatives (IIA) axiom. IIA says that the society's preference between x and y should depend only on individual preferences between x and y: we show that, in several contexts, if the individuals express their preferences about additional (``irrelevant'') alternatives, this information helps to estimate better which of x and y has higher social welfare. Our contribution is threefold: (1) we provide a new tool to measure the impact of IIA on social welfare (pairwise distortion), based on the well-established notion of voting distortion, (2) we study the average impact of IIA in both general and metric settings, with experiments on synthetic and real data and (3) we study the worst-case impact of IIA in the 1D-Euclidean metric space.