FRAMING AND THE IRRATIONALITY OF THE SUM OF OUR CHOICESWE LIKE CERTAINTY, EVEN PSEUDOCERTAINTYFRAMING AND THE OVERSELLING OF INSURANCEWHAT'S IT WORTH TO YOU?THE VALUE WE PLACE ON WHAT WE OWNMENTAL ACCOUNTINGREBATE/BONUS FRAMINGJOINT-VERSUS-SEPARATE PREFERENCE REVERSALSCONCLUSION AND INTEGRATION