The man is a creature that can successfully cover his needs, attitudes and motifs with intelligence, capability and deliberateness. When observed as a consumer, the focus is on his behaviour and factors that may influence it. From this, the question of why the man behaves in a certain way when acting as a consumer arises. From this, a question arises regarding why humans behave in a specific way when in the position of the consumer. The scientific discipline concerned with this issue is behavioural economics. Through research and experiments, it provides an overlook of various viewpoints regarding human behaviour and the mistakes he/she makes in uncertain or new conditions. Behavioural economics has helped to better understand the human being by familiarising us with his/hers reactions in different situations. Understanding psychological concepts can be beneficial in solving and coping with new situations.