Psychologists call it the "framing effect": Presenting the same information in different ways can influence how people respond to identical scenarios.
By allowing the Sept. 18 referendum question to be framed as "Should Scotland be an independent country?" the U.K. government may have unwittingly skewed the outcome — in favor of a "yes" vote.
If I offer you a burger stuffed with 25 percent fat, there's a higher chance you'll opt for the chicken salad than if my menu promises a hamburger of 75 percent lean beef. Never mind that the burgers are indistinguishable; describing objects and situations in positive terms makes them more appealing than when negative words are used.