Summary: This article is devoted to the problem of psychological and economic knowledge integration. The strategies of methodological and theoretical integration and an ability of their application in the consumer behavior study context were investigated. Economic and sociological approaches to consumer behavior understanding were analyzed and on this basis the psychological aspects of behavior study were defined. The social institute concept was introduced as a general problematic field for realization of dialogic models integration in a context of consumer behavior study. The methodology of the new institutional economy allows to consider a consumer behavior as a social institute.

Key words: integration, dialogic model of integration, consumer behavior, institutional economy, social institute.