We draw conclusions based upon how the information is presented—not the actual information itself.

An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat.

The facts are identical but it is the positive spin not the concrete evidence that drives the appeal.

If you have to say that a melamine kitchen table is 100% scratch resistant, why not have the sound of someone tap-dancing on them in rough boots to prove your point?

Advertising Concept Book (Second Edition) by Pete Barry citing Tony Cullingham

When the familiar design of the product has changed to deliver the news that the recipe has altered, the most likely reaction is to focus on what has been lost rather than what might be gained.

Consumer.ology by Philip Graves