For the analysis of psychological factors of economic behavior the article suggests applying the system approach that allows to overcome the fragmentation of the study of the man and the society inherent in the various branches of science and become closer to the creation of a single coherent picture of the relationship of human behavior and the dynamics of the society.System models of the interaction of economic agent and market (in a broad sense - the society) that reflect variants of dominance of one of the members of the «agent - market» pair are developed. It is shown that consideration of both the agent and the society in the form of complex socio-economic systems is the most productive approach. So the system structure of the agent as a set of four interacting subsystems - intentional (reflects agent's intentions), expectational (reflects agent's expectations), cognitive (reflects agent's perception of the environment) and functional (reflects the agent's behavior) is represented in the study. The concept of «soul» as a unique individual principle coordinating the four aspects of life activity of an economic agent is formulated.Characteristic features of the agent's mind influence on their decision-making in the situation of socio-economic choice are analyzed. As an example, the agent's behavior in two situations is considered - in the situation of the agent as a producer (product selection for production) and in the situation of the agent as a consumer (selection of a new vehicle for purchase). According to the scheme underlying the concept of rationality, the agent forms goals and a set of acceptable alternatives of choice upon which to choose the best possible solution based on a certain criterion of optimality.The structural pattern-model of interaction between the man and the society is developed, the system structures of which are considered as isomorphic and consist of the following seven layers: mental, cultural, institutional, cognitive, organizational- technological, imitative and behavioral. The features of interaction between the same layers of these systems in the context of institutional changes are revealed.