A columnist made the following comment in an online article: "In any case, the Q-factor approach, unlike consumption CAPM, explains where the anomalies come from (and why they might end).  Consumption CAPM is sadly quite deficient when it comes to explaining cross-sectional variation in returns across stocks. Most generally, this "investment CAPM" theory is pricing assets from the perspective of their suppliers — firms — rather than their demanders"

Illustrate how expected returns are determined in the neoclassical model for investment, i.e., with reference to the theoretical derivation of the original q-factor model. Compare and explain the difference between the q-factor model and the consumption-CAPM on the determination of the cross section of expected returns.