D. all of the above. 18. According to behavioral economics: A. gains are felt more intensely than losses. B. each successive unit of loss is equal in its marginal disutility. C. each successive unit of loss hurts, but less than the previous unit. D. each successive unit of loss hurts, and more than the previous unit. 19. According to the concept of framing effects: A. advertising power is limited because of the inability of firms to change perspectives. B. people will assign the same utility to a given situation, regardless of their previous status qu C. whether a new situation is viewed as a gain or a loss depends on one's starting position. D. firms should never raise prices or reduce wages. 20. According to the "endowment effect:" A. people are willing to pay more for things they don't own, than they would have to receive give up something they already have. B. people feel gains and losses with equal intensity. C. people assign higher values to things they own than things they don't. D. the intensity of feelings from gains and losses depends on how much wealth one possesse 21. Credit card companies use which technique to earn more profit: A. Anchoring B. Mental lapses in judgment of individuals. C. The Hedonic treadmill. D. Prospect Theory