Framing effect (psychology).

In psychology and other social sciences, the framing effect is an observed effect in which the framing (presentation) of a scenario affects people’s decision-making. In the classic examples of the framing effect, people are more likely to accept risk when it is framed as a way to avoid negative consequences (a negative frame) than as a way to achieve positive consequences (a positive frame). But framing effects go deeper than risk aversion. In politics, framing effects are familiar as "spin," and phrasing is especially important not only in campaign ads and political rhetoric but in opinion polls, where the use of positive and negative framing has a significant impact on polling results.