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Diminishing Marginal utility principle

Can someone help me in finding out the right answer from the given options. The experience that your very first kiss with a latest crush was more thrilling and satisfying than your 10th kiss 35 minutes later is an illustration of the: (i) Familiarity principle. (ii) New substitute effect. (iii) Entitlement effect. (iv). Principle of diminishing marginal utility. (v) Law of demand.

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