When deciding if health care resource allocation policies are fair, the average person rates them as more fair when framed positively than when it is framed negatively, even though there is no real difference in the result.
For example, if you describe a policy as the one that will be used to decide who gets a heart transplant, it will seem more fair than if you describe the same policy as the one that will be used to decide who doesn't get one. This is the case even if they know that there are only X number of hearts available (so for each person who gets one, there is by definition a person who doesn't).
What does this show? In addition to showing that the average person's decision making processes are flawed, it also present policy guidance. The way you sell the policy has as much to do with whether it is accepted by the public as the policy itself. Maybe more.
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