Framing has an impact on the purchasing (and voting) decisions people make. Studies have shown that people consistently prefer 75% lean meat to 25% fat, that an organization making a handbag will be perceived as warmer but less competent if a dot org label is attached to it, that the consumption of wine with a North Dakota label will be less enjoyable than the same wine with a California label, and that a risky decision framed as a potential gain will be preferred over one framed as a potential loss (Tversky and Kanneman's prospect theory, reported in their classic 1979 article).
Kind of a no-brainer, but reminds me of Frank Luntz's book "Words that Work." It seems a little bit evil, especially in the contexts presented in his book, but it's smart thinking.
(via HBR)