I am an Inventor 2010 Simulation user and the default zoom for Inventor is the opposite direction of DWG TrueView 2010.
I have tried looking in the "Options" dialogue for TrueView, but I cannot find the option to reverse the mouse wheel direction, like I can with full AutoCAD 2010.
Is this an available option? Is there a configuration file to edit or registry entry to be modified?
I use a Logitech mouse, the performance MX, they have a mouse configuration program, "setpoint" where the scroll wheel direction and speed and a whole lot more can be set. Your mouse might be different but try poking around and see if you have a way to configure your mouse. It's not inside Autocad its part of the mouse software.