With the development of the internet, the number of digital products has surged, and many products now exist in both digital and physical forms simultaneously. This presents consumers with the dilemma of choosing between these two product forms when making a purchase decision. This paper explores the phenomenon of preference reversal in product forms that arises when consumers make decisions for themselves and when making decisions for others. Through five experiments , this research reveals that consumers tend to prefer the digital form of a product when deciding for themselves, while they exhibit a preference for the physical form of the same product when making decisions for others. This preference reversal is attributed to the relative feasibility and desirability characteristics of digital product forms compared to physical ones. Drawing on the construal level theory, consumers tend to emphasize feasibility (and less desirability) when deciding for themselves as opposed to deciding for others. Consequently, consumers exhibit a preference reversal when choosing between product forms for themselves and others. The establishment of this phenomenon and its underlying mechanisms have important implications for consumer decision-making and the formulation of marketing strategies for businesses.