Part OneBehavioral micro and macro economic conceptChapter OneBehavioral economy method predictsorganizational behavioral changes and marketing behavioral changes.Over the past 20 years, many researchers believe to apply behavioral economic macroeconomic models which can predict market behavioral change. The reasons are based on assumptions of optimizing behavior in many cases have difficulty accounting for key real-world observations. Hence, researchers have used behavioral economics assumptions with the aim of making their model predicting better fit the data. The reason for behavioral economics results into macroeconomics will be more accurate to predict market behavioral change in macro-economy view point, such as economic fluctuation prediction, the consumption, formation of expectations and determination of wages and employment how to aggregation supply and the possibility of consumer individual demand product or service number prediction more accurately.Which assumptions should one now make when analyzing macro-economic questions? Economists believe some marketing changing behavioral assumptions that have already been implemented in macro-economic models, such as fairness consideration. Hence, marketing changing behavioral assumptions are needed for explaining macro-economic concept. ⦁How to apply behavioral economy theory to predict marketing behavioral changes more accurate?For example, when there is strong evidence for macroeconomic consumption behavior, it is less clear whether this inertia should be viewed as the outcome of consumer individual habit information or other alternative to choose to by any kind of products or consume any services. Another reason is whether macroeconomic models should incorporate behavioral features or other standard economic model, like financial risk, loan fluctuation, the product or service price changing etc. factors general macro social economic problems to influence consumer general consumption desires in the country.On the one hand, I shall apply macroeconomic or microeconomic concepts to explain why these UK or US enterprises need to change marketing strategies to solve their consumer desires changing challenges. Anyway, economists aim to develop models of human behavior and interactions in market in order to build useful models. Economists make simplifying assumptions to analyze why the market will be changed by consumer individual consumption behavior changing.On the other hand, I also shall apply micro economy concept "economy man concept", "consumer individual cost and benefit, "excepted utility theory" as well as macro economy concept to explain why consumer will change their consumption behaviors to influence these US or UK enterprises need to change their marketing strategies to solve their consumers'shopping desires to be decreased challenges from behavioral economy view point.Why do I assume consumers are as economic man ? In behavioral economy view point, how the perception of the economic man's behavior (including consumer choices) of economic models with the development of economics as a science. Economists explain the concept of economics as a science. It is the concept of consumer as an economic man, the essence and complexity of consumer behavior.