The effect of the acid grapes Elstera - he consists in the phenomenon of the lowering of the subjective value of goods in the situation, when the given good becomes unattainable. His inaccessibility causes the situation the cognitive discord, which can exclusively so-called external atrybut be done away, that is e.g., that the inaccessibility of the good results
from the insufficient supply, though in the reality so he isn’t. He is caused the frustration, she was done away from the accessibility of the given good.

The effect of the forbid fruit Elster is the regularity of the growth of the preference in the relation to the good which it was accessible so far, and becomes unattainable at present. The alternative of the choice which won’t be accessible any more gains on the value. If some possibility of the choice was removed, this received by the consumer is then how the threat of the liberty of decision and internal control. Appreciating the man reacts on such threat the lost alternative.

The effect of the intentional planning of the propriety Freya - the deliberate, sensible, changes of the structure of the preference are his creature through appreciations the steels of accessible and purchased goods.

The effect of the endowment Thalera - he treats to the subjective feeling of the changes in own prosperity and at present the wealth and he says that circumstances force people to the defence of this rather, what they already possess, than to enlarging the condition of the possession.

The effect of the discord cognitive Festingera -he says that the consumer every decision carries for her the feeling of the want. The buyer has the impression of the discord in first moment after executing the purchase, he seems him that the better use could do from given money. Effect this doesn’t relate to the sphere of consumption exclusively and his creature consists in the feeling of the discord just some time after making the decision.
The Prawo only support one - gives e.g. to observe during sale, auctions and auction. Prone buyers appear then to pay more than remaining.

The law only confirmation - the relationship of goods is bases on him with colours. Smokers wait e.g. that mentholated cigarettes should be packed in the boxes of the green colour. White, light-blue, silver they’re attributed to creamery articles.

Prawo the consummer competition - he speaks in following : the desire of the purchase of the chosen good by the individual consumer is directly proportional to buyers demonstrating the desire of the purchase the same article in the analogous time number.

The people try to understand the environment in which they function behaviour of the different members of the community and own reactions and workings. They try the causes of the phenomena which their surround to look for. The results of searches are included in the calculation in decisions and influence consumptive behaviours. The psychology focuses on the investigation of the behaviour of individuals and human groups in all possible circumstances, and marketing found the practical use of psychological theories to consumptive behaviours.

In the moment of the realization of human needs to oneself and the thinking the thirsts begins marketing. One can execute the clear distinction among needs, thirsts and demand. One need human this the condition of feeling of the lack of the satisfaction. People need food, the clothes of, safety, membership, respect
and several different indispensable things to the survival. These needs are not created by the society or by interesting persons marketing. They exist in the human nature. Thirsts are the word of the special way of the satisfaction of primitive needs. The American feels hunger and the thirst of the hamburger, needs clothes and wants to get dressed
in suits Pierre’a Cardina, feels the need of the manifestation him of the respect and buys in this aim of mercedes. These needs are satisfied in the various way in dependence from the society. Though there’re human needs little, the man thirsts they’re varied. They change under the influence of society and various institutions continually. The thirst of the possession of definite products, supported the possibility and he the readiness of buying becomes the demand. Many dreams about mercedes, but only few can buy him.