Until recently, economic models assumed that people make economic decisions based on rational thinking. According to these models, final decisions to purchase products are based on the expected utilities these products have for consumers, and the information processing and decision-making process is carried out through slow, conscious thinking guided by rationality and logical rules. Behavioral economics, neuroeconomics, and neuromarketing emerge as a response to this issue, and insights from these disciplines can help in the development and adaptation of marketing strategies and products to be appealing to the target audience, thereby contributing to better perception and brand or product development. Behavioral economics can provide valuable insights into human behavior and decision-making processes, so it is important for manufacturers and retailers not only to focus their investments on introducing innovations to the market but also to invest in research that will help better understand customers and, consequently, achieve better sales results. With this in mind, the aim of this paper is to explore the application of behavioral economics constructs in retail and marketing through practical examples from the FMCG sector and draw conclusions about further development and application possibilities of this science by manufacturers and retailers with the goal of creating additional value for both parties.