2. If a service is free, you will consume more and more of it until (LO2) a) your marginal utility is zero b) your total utility is zero enoo ah c) both your marginal utility and your total utility are zero d) neither your marginal utility nor your total utility is zero 3. A product's utility to a buyer is measured by (LO1) a) its usefulness b) its price c) how much the buyer is willing to pay for it d) none of the above 4. As the price of a service rises, (LO6) a) the consumer surplus decreases b) the consumer surplus increases c) the consumer surplus may increase or decrease