The article is devoted to brain research in terms of influence of modern marketing systems on it. The interest to this topic is primarily determined by the fact that modern marketing system undergoes cardinal changes that transform the interaction of consumer-entrepreneur. And the basis for this impact is due to the mechanisms that are embedded in the human brain by nature. The distinctive feature of such mechanisms is their universality, as well as the indirect nature of the impact, which suggests their greater efficiency. Thus, consideration of these mechanisms will allow to understand better the dynamics of the marketing system as a whole, and also the basic principles on which such development is possible.