MKTG 4120 Chapter 1 Homework. Answer the following questions. 5 points each for a total of 20 points. Be prepared to discuss your answers in class. 1. Explain what consumer behavior is all about. 2. Why is the following a true statement: Consumers Behavior is hard to gauge, because consumers are not always rational. 3. Using a specific example, of your own choosing, describe the kinds of decisions a consumer may make in the acquisition, use, and disposal of an offering. 4. What are the ethical and social policy implications of consumer behavior?