Present work describes two ways of application of psychological findings to economic theory of advertisement. Psychological findings may help with evaluation of different economic approaches of the study of advertisement. Evidence from psychology of persuasion is applied to the question, whether advertisement is used as a source of information. The work then inquires into the possibility, that advertisement can enhance utility. Summarized studies indicate, that it may indeed be so. During the inquiry, neuroeconomics is applied and it's basic methods are presented. The concluding part describes ramifications of chosen approach.

The thesis discusses the concept of man in the standard economic thinking. It focuses on a critical evaluation of the selected fundamentals. It presents some possible alternative views which show deficiencies in axiomatics of the main currents of economic modeling. Emphasizing the interdisciplinary connections of knowledge about human thought and behavior the thesis is trying to suggest some directions for further development in the approach to human beings in economics to better reflect their defining natural characteristics. It also mentions some of the manifestations of these characteristics, which can be obtained by drawing on the knowledge of psychology, behavioral economics, neuroeconomics and other disciplines and which are inconsistent with standard models, because they lead to errors and irrationality, implicitly produce bounded rationality or attribute the constitutive importance during the formation of thought to completely different elements. In conclusion, the thesis passes to reflect the position of irrationality in the inner world of human's brain and also in the outside world - the economy.

This thesis deals with current discourse whether methods of neuroscience generate useful tools for standard economics to understand, predict and ideally guide behavior of humans, social groups and the whole economies. An initial methodological analysis concluded that the usefulness of neuroeconomics is still only potential, since this approach is not able to answer substantial questions of economics in better way than tools existing. Following sections of thesis summarized representative research in the field of decision neuroscience in the areas of intertemporal decisions, decision-making under risk and uncertainty and the strategic interactions, and social preferences respectively. It has been demonstrated that many findings of decision neuroscience offer a partial confirmation of specific economic models already or provide inspiration for creating new ones.