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Framing effect is the concept in psychology that the way information is presented influences how the audience feels about the information and can affect the judgments the audience makes about the information.
You can find an interesting article about framing effect at http://www.msnbc.msn.com/id/14170927/ns/technology_and_science-science/t/framing-effect-influences-decisions/.
The framing effect, one of the cognitive biases, describes that presenting the same option in different formats can alter people's decisions. Specifically, individuals have a tendency to select inconsistent choices, depending on whether the question is framed to concentrate on losses or gains
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