Specific preference statements may reverse general preference statements, thus constituting a change of attitude in particular situations. We define a semantics of preference reversal by relaxing the popular ceteris-paribus principle. We characterize preference reversal as default reasoning and we link it to prioritized Pareto-optimization, which permits a natural computation of preferred solutions. The resulting method simplifies elicitation, representation, and utilization of complex preference relations and may thus enable a more realistic preference handling in personalized decision support systems and in preference-based intelligent systems.