Discover (the credit card company) is eager to get college students to sign up for a Discover Card because students often use the credit cards that they get in college for a very long time. Even when students later have the opportunity to switch to a better card, they often resist making that change. They prefer to stick with the card that they already have even if it doesn't have very favorable terms because they like to keep things the way they currently are. In this case, Discover is trying to capitalize on which decision making bias?