EN
The purpose of this article is to present the modern concept of homo sociooeconomicus which was created in response to the inadequacy of the concept of homo oeconomicus. Presented model was created from the concept of homo oeconomicus and homo sociologicus. Also shows features of both of these models. As a result of a critical analysis of the literature concluded that homo socio-oeconomicus, who is both an individual unit and part of the community, make rational decisions that are limited economic and non-economic factors such as for example social norms. This model, which was developed as a result of appreciation of sociology as an auxiliary science of economics is helpful in explaining market behavior of modern man. Calls for the inclusion of other social sciences to the study of economic.