Ane article analyses the changes in consumer behaviour during the period of transition from socialist -planned to market economy. Three types of consumer behaviour are distinguished: acquisition, use, and disposal of goods. The theoretical basis of the analysis was Coombs' preference theory. His conception was also used to indicate the dangers of inappropriate uses of advertising regard to people with limited financial resources. Digitalizacja i deponowanie archiwalnych zeszytów RPEiS sfinansowane przez MNiSW w ramach realizacji umowy nr 541/P-DUN/2016