I found the answer.  It is called the Framing effect.
<a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Framing_effect_(psychology)" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Framing_effect_(psychology)</a><p>I would posit that there could be benefit in naming the more specific form of discount&#x2F;increase, as its hard to derive benefit from the knowledge of a general &quot;framing effect&quot; as framing is more often non numerical.