The article “Psychological dimension of consumer behaviour” responds to the follow questions: Why do people buy? What are the factors that drive choices on the market? What are the explanative theories of consummative behaviour? As an actual field of research is consumer behaviour and conceptual approaches in this area know a great variety, expressing its complexity on the one hand, and enjoys attention from specialist from various fields of science, including psychologist on the other hand. Due to the different nature of acts and process that define consumer behaviour, the way how people behave economically is not a summation of repeated acts mechanically, but the result of life experience accumulation, the influence of a number of psychological factors.