I found the answer. It is called the Framing effect. https://en.wikipedia.org/wiki/Framing_effect_(psychology) https://en.wikipedia.org/wiki/Framing_effect_(ps

I found the answer. It is called the Framing effect. https://en.wikipedia.org/wiki/Framing_effect_(psychology) https://en.wikipedia.org/wiki/Framing_effect_(psychology) I would posit that there could be benefit in naming the more specific form of discount/increase, as its hard to derive benefit from the knowledge of a general "framing effect" as framing is more often non numerical.