Based on a Survey: Research Sport Consumer Behavior of Preference Reversal

This research explores the factors influencing the preference reversal of decisions under uncertain situations, via the inspection of preference reversal phenomenon in two conditions of information mutually and respectively provided. The conclusions on the following four aspects are: preference reversal doesn’t exist in all sorts of problems, more difficult appears in collective problems; selection preference will be affected by the difference of problem characteristics; sex factor fails to have a great effect on selection preference.