Good definition of framing

By Elizabeth Wehling:

"Every single word evokes a frame in the recipient’s mind. This is true for all language. The word 'salt', for instance, evokes a frame that infers concepts like eating, food, taste, and even thirst. Moreover, our brains simulate taste when processing the word -- that is, they activate the same neural circuitry that is activated when we taste something! Frames are the deep, conceptual patterns that store and structure this world experience. They are invoked by language and images and, in turn, guide our perception of whatever is the issue at hand. Extensive behavioral research leaves no doubt -- it is frames, and not facts per se, that our minds rely on for decision-making."