Scientific integration in studying of consumer behaviour

The article presents approaches to the study of the mechanisms of consumption, formed in the various scientific disciplines, such as psychology, philosophy, anthropology, sociology, marketing, medicine. Analyzes the work of leading domestic and foreign scientists, describing the essence of human activity, its motivation, experience, including emotional. The attention is focused on the fact that each approach has certain implicit and explicit biological and socio-cultural assumptions about human nature and uses a variety of theoretical objects, apply different methodologies and use of various conceptual factors that could affect the quality of the customer experience. It defines a new vector of development of consumer behavior research at the intersection of psychology, economics, and neuroscience. The new scientific direction, neuromarketing, suggests a realistic simulation of human economic behavior and explanation of the processes of perception, memory and consciousness of the activity of certain groups of brain neurons in the brain of the consumer. The practical implementation of scientific approaches to the study of consumer behavior lies in the interests of practicing marketers who have now effectively using emotional perception of customer efforts of producers of goods and services to meet customer needs. Labeled neuromarketing promising direction in the development of marketing strategies aimed at anticipating the wishes of customers.