A take-away restaurant near my house offers customers free home delivery or a ten per cent discount if you pick up. It sounds much better than saying you get no discount for picking up and suffer a ten per cent fee for delivery – this is the power of ‘framing’. Now David Hardisty and colleagues have dug a little deeper into framing, to show first, that these kinds of effects can interact with people’s political persuasion, and second, that they can act by altering the order of people’s thoughts…