• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.8
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• pp.122-132
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• 2019

This study investigated the effects of preference reversal according to product characteristics and situation. To investigate the relationship between consumer preference reversal and selection change, three research problems were set up and multiple logistic regression analysis was performed considering categorical dependent variables. The results showed that the decrease in preference for the medical service products and general manufacturing products had a significant effect on selection change and selection delay. In addition, we found that selection change according to the importance of attributes in the medical service product was more sensitive than the general product, while selection change according to the preference reversal was higher in general products. This study examined the causal relationship between choices by illuminating the preference concept as the central value of consumers from a different viewpoint than the existing preference and preference inversion research. In addition, the results of this study suggest that it can include not only selective change according to preference reversal, but also alternatives such as selective delay.