Consumers tend to behave rationally, weighing cost and benefit to maximize economic utility when making purchases, so setting prices is a straightforward process. True False Question 3 (1 point) MakeupCompany has launched a new line of cosmetics and asked retailers to display its makeup near expensive competitors, rather than the less-expensive alternatives. What's going on here? MakeupCompany is trying to influence consumers' reference prices by leading them to assume the cosmetics are higher quality, because they're near other high-quality items. MakeupCompany is being obnoxious: there's no reason to care where its cosmetics are displayed. The cosmetic consumer is vain, and MakeupCompany knows she won't walk to the back of the store