What is 'framing effect'?

The framing effect, one of
the href="http://en.wikipedia.org/wiki/Cognitive_biases">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

Plous, Scott (1993). The psychology of
judgment and decision making. href="http://en.wikipedia.org/wiki/McGraw-Hill">McGraw-Hill. title="International Standard Book Number"
href="http://en.wikipedia.org/wiki/International_Standard_Book_Number">ISBN
href="http://en.wikipedia.org/wiki/Special:BookSources/978-0-07-050477-6">978-0-07-050477-6.