The results of human workings, aiming to the satisfaction of individual needs, they can’t be treated as reflection or the exemplification of the social business (common). This also concerns all open so far regularity in market and consumptive behaviours. Economic regularities decide about the possibility of the accomplishment of the purchase, however psychological regularities determine the desire of the purchase, they’re conditioned by economic factors. Possibilities and the desire of the purchase just appear in the buyer economic behaviour on the market and in the process of consumption.

The psychological rules of the consumer conduct result from his features of personality and length, width, the patency of the channels of the market transport. They belong to them:

The effect the hall - he consists in organization the reality of around one factor estimating to the perception. If the service possesses some goods the longed-for by the consumer advantage in suitably strong intensity, then whole product is estimated without the regard on different features favourably. Mute sellers so-called phenomenon is the characteristic example here, that is the packaging.

He the logical mistake - results from accepts own criteria opinions received for generally and accepted in the society. The consumers group of not liking given products on the market, and there on frustration and stress from the mountain. Reasoning burdened the logical mistake created bases right Webster. It says that every matter has two sides with the except of the situation, when final he is personally engaged. Only one side exists in this case.
The mistake of the parallax - called the phenomenon of the far-reaching illusion differently, he consists in this that the opinion of the product of the service depends on the consumer ekonomic-social situation.

The opinion of physical attributes - he is made
from the point of the sight of the social judgements which are recognised for correct and valid in the reference to given goods this Consists in attribution certain features of in dependence from their appearance or different physical proprieties to products. He happens, that the act itself of consumption, and the usable value of the product and the level of the satisfaction from the purchase don’t go together with previous opinion, accomplished on the basis of the opinion of his physical attributes particularly. Then, if the criteria of the opinion are become rooted so deeply, that certain stereotype, consumers make up they work
to the right Mayer according - the facts which don’t confirm the received theory are thrown aside.
In the result all information picks from surroundings are bent to the stencil of own opinions and opinion.

Lawthe effect Thorndike’a - he talks about the optimistic tendency of the memory, in the result which one remembers first of all positive stimuli. That is why so he is so that the consumer has the positive impression even then essential from the point sights of the marketing strategy, when goods purchased not the highest quality or outright defective.

Prawo Gumpertona - he says that the probability of the desirable result of the working is inversely proportional to the degree of his desire. Transporting this right on the conditions of market decisions we’ll receive following regularity: some goods or services longed-for will be to them, the probability of finding on the market of goods or services fulfilling requirements placed them by the consumer smaller will be.

The effect of the junction Leibensteina - he results from the paradox the human nature, in the whose need of social conformity, that is the team membership, he fights with the need of individualism and distinction. Two persons doze in every man - the mister G. Smith and mister S. Smith who represent in turn: the team and own, egoistic business. Membership and team identification he helps cooperation and the transport of the individual with the closest environment superbly. Excessive cohesion with the group threatens personalities. If similar persons or opinion number becomes too large, arts nouveau tendencies appear then - inevitable becomes he mislaid on smaller communities
and the search of distinctness. The effect snobbish Leibensteina appears then. His creature moves to shaking equilibrium among conformity
and individualism on the thing of this last.