While interfering into social studies, the economic theory develops symbiotic methods of human behavior analysis. It allows to review human needs as the intergral whole, therefore, to increase product sales effectiveness as well as to improve the employment situation of the population. The main need of a person is the search for creativity in results of their activities that are to be positively appreciated by the society. Advertising, stereotypes and cultural transformations change the structure of individual preferences, leading to behavioral benchmarking and certain degrading of such customers.