Introducing the degree of importance factor of bequest wealth, the models of optimal consumption and assets selection are set up in the two kinds of markets: no borrowing or without constraints. With the application of stochastic optimal control theory and martingale optimality principle, the optimal solutions of the models in explicit form are extracted. On the basis of analytical optimal solutions, the consumer behaviors and assets decision are studied by comparative static analysis. The contrasting research on consumer behaviors in the two kinds of markets has been made.