If a consumer chooses not to perceive they are reaching

No they are not

Explanation:

When using the Cost of Capital approach, it is best that the company use the Weighted Average Cost of Capital(WACC). This would require considering the various capital sources available to the company and their cost instead of the cost of one capital source.

This is because, the availability of various sources of capital are sometimes contingent on others and this is the underlying principle of WACC. When the cost of this equity to be issued and other sources of capital are weighted, the heating compound might then give a better return than the cost.