The importance of studying consumer behavior at the present stage of economic development of society is revealed; a brief review of studies of consumers and their preferences is presented; a new discipline — social psychology of consumer behavior that combines knowledge of several sciences: psychology, sociology, economics, etc. is described; the results of original research of consumer social attitudes in relation to advanced mobile phone system and Internet services in terms of socioeconomic changes undertaken in the Moscow region are discussed.

The importance of studying consumer behavior at the present stage of economic development of society is revealed; a brief review of studies of consumers and their preferences is presented; a new discipline- social psychology of consumer behavior - that combines knowledge of several sciences: psychology, sociology, economics, etc. is described; the results of original research of consumer social attitudes in relation to advanced mobile phone system and Internet services in terms of socio-economic changes undertaken in the Moscow region are discussed.

The idea of a new form of marketing research, neuromarketing, is considered. The possibilities and risks that it carries are shown. Considerable attention is paid to the ethics of modern technology imaging.