Framing effect: n. the tendency for people to react differently to a single choice depending on whether it is presented as a loss or a gain (Plous, 1993)
In mass communication and politics, framing is often used as a debate tactic. Politicians will emphasize particular interpretations of topics, while ignoring others.
Framing plays a significant role in decision making. For example, if the camera you have found at one store costs $500, and you find out another store is selling it for $490 dollars, you are not likely to go all the way to the other store to buy the other camera. However, if you spot a $20 calculator at the store, which costs only $10 at another, you may very well go to the other store, even though the amount of money you would have saved on both purchases is the same.