Re:Pepsi Challenge (Score 1)

Pepsi would win the "Pepsi Challenge" because customers prefer a sweeter drink when they only take a sip. The real soft drink challenge is to give a customer a 12 pack to take home for a week, and get him or her to rate it then. Coke actually comes out on top in these studies, but the failure to understand this is the big reason for the whole "New Coke" flop. (Malcolm Gladwell breaks this down in "The Tipping Point")

I wonder if there is any corollary to visual presentation?